In recent years, no company has been more associated with evil than Monsanto, says Lessley Anderson, asking “why?” for Modern Farmer:
The house was raised above the ground, like a mushroom or a white ray gun, its rooms radiating out like spokes of a wheel. It was 1957 and this was the “House of the Future,” a prototype modular house created by Monsanto, in collaboration with M.I.T. to help solve the housing crisis baby boom America was in the middle of. Not coincidentally, the house was made of plastic, one of Monsanto’s products at the time.
“They imagined fast subdivisions of this house, like Levittown,” says Gary Van Zante, curator of architecture and design at the M.I.T. Museum.
While that never happened, Walt Disney did select it as an exhibition at his new Disneyland. For 10 years, until it was torn down, the chemical giant’s creation stood peacefully in The Happiest Place On Earth, where millions of people marveled at it.
It is safe to say that if Monsanto’s pod house were erected there today, it would not be such a happy home.
Over the past decade, Monsanto has become a pop cultural bogeyman, the face of corporate evil. The company and its genetically modified organism (GMO) seeds have been the subject of muckraking documentaries (“Forks Over Knives” and “GMO OMG“), global protests, and assaults by everybody from environmental activists to “The Colbert Report.” Facebook and other social media are awash in memes (here’s a blog devoted to the topic) and hashtags like #monsantoevil. And it seems everyone, from your plumber to your mother, has an opinion about the company. This past year, when Monsanto bought a weather data company called the Climate Corporation for about $1 billion, David Friedberg, the company’s CEO, found himself bending over backwards justifying his decision to sell. (As if the money wasn’t enough reason!) Friedberg told the New Yorkerthat even his father disapproved: “His first reaction was, ‘Monsanto? The most evil company in the world? I thought you were trying to make the world a BETTER place?’” (Friedberg also felt compelled to write a letter to his entire staff, laying out his rationale for Monsanto’s aptness as a new owner.) In short, you don’t need to have a degree in marketing and communications to see that Monsanto has a PR problem.
How did this happen? How did Monsanto go from the future of American innovation to a late-night punchline? Critics point to their role in GMOs, creating “frankenfood,” but Monsanto is not the only company that produces genetically modified organisms. And though it has a bad environmental record, so do lots of companies. Also, unlike, say, other corporate villains like General Motors (the antihero of Michael Moore’s “Roger & Me”) Monsanto is not a consumer facing company, and its actual biotechnological workings are mystifying to the average person. Yet somehow it manages to serve as a focal point for popular fear and rage about everything from political pandering to globalization. Why?
[continues at Modern Farmer]
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