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European customers have the impression that they have nothing to gain by buying and using GMOs
In spite of all the hoopla about value-added crops and crops with specialty traits, we still have a lot to learn about marketing. I'm not talking about marketing in terms of charts, spreads, options, and basis points-or how you can try to outguess the jockeys at the Board of Trade.
I'm talking about producing products that customers are interested in buying. For the most part, American agriculture has taken an "If we grow it, they will buy it" attitude. We produce something-and then use all of our "marketing" energy trying to convince customers that there is absolutely nothing wrong with what we produce and that they should be willing to buy it.
If that's the way other businesses operated, Ford Motor Company would probably still be making new Edsels, telephones would only be made in basic black and you'd still...