Статті в журналах з теми "Conservation of natural resources Bangladesh Public opinion"

The study essentially aims to assess the public-private partnership (PPP) as a thriving strategy in natural resources maintenance that largely is dependent on stakeholders’ participation forest bio-diversity and green management. In an age of climate change and global warming, as a threat due to unavoidable consequences of human activities, natural resource management is now one of the prime concern around the developed and developing countries in terms of creating responsible attitude towards green maintenance. Governments have, by and large, agreed on sustainable employ and conservation of forests in several international forums during the last three decades. In fact, public sector has already proved its inefficiency and ineffective mode to protect natural resources due to lack of skills, human and material resources, and rampant corruption which have encouraged the government to introduce the strategy of PPP. The study was conducted at Lawachhara national park through a sample survey by employing stratified sampling as well as some other tools of data collection incorporating both quantitative and qualitative approaches. It is evident in the study that most of the respondents commonly believe PPP may change the existing ineffective and inefficient mode of natural resources management. Another important finding included that challenges are not possible to overcome unless the active participation of the stakeholders are possible to ensure.

Despite the large number of scientific papers dealing with conservation of forest genetic resources, research about the attitudes and evaluation of representatives of key stakeholders in the forestry and nature protection sectors, towards this issue, have not been sufficiently represented so far in Serbia. The aim of this paper was to study the attitudes of representatives of key public institutions (administrative and professional), enterprises, educational and research organizations in the forestry and nature protection sectors, towards the factors that threaten biodiversity, conservation methods, state of seed sources in Serbia and proposals of measures to improve forest genetic resources. The methodology used in the paper is an approach to the research on conservation of forest genetic resources which is used in the social sciences. The survey included a total number of 32 respondents in the territory of the Republic of Serbia. According to the key stakeholders? opinion, urbanization and infrastructure construction (average score 4.1) have the greatest negative impact on biodiversity; conservation of forest genetic resources in natural populations through designation of seed stands is rated as the most important in situ method (average score 4.60), while establishment of seed orchards and provenance trials are rated as the most important ex situ conservation methods (average score 4.19). From the analysis of respondents' attitudes, it can be concluded that the conservation of forest genetic resources through designation of seed stands (72%) and conservation in protected areas (63%) are methods that gave the best results in Serbia. However, the majority of respondents (about 60%) stated that seed sources in Serbia do not have an appropriate structure and spatial coverage. In addition to the professional activities and support from the institutions, the majority of respondents believe that it is necessary to intensify activities to promote conservation of forest genetic resources.

SynopsisThe successful utilisation of recent advances in plant biotechnology for the benefit of mankind, with the avoidance of fundamental mistakes that could lead to environmental disaster, requires wise and balanced legislation. In addition, the conservation of the habitats and germplasm so essential to plant breeding requires carefully planned management of resources. These, however, depend upon an informed public with a sensitivity to, and knowledge and understanding of, the issues at stake. It is the people, after all, who influence decision making by governments, through the ballot box or through the pressure of public opinion. Botanic Gardens have a vital role to play in public education, and have the capacity to become the shop windows for the whole of plant science.Four examples of public education in plant biology being developed at the Royal Botanic Garden Edinburgh are considered, as follows:(i) Public information, as exemplified by the provision of information about plants, lectures about plants and the development of ecological plantings and displays relating to agriculture, plant breeding and conservation.(ii) Contact through art, as exemplified by the Andy Goldsworthy retrospective exhibition of 1990 and the 1991 exhibitions of the work of Redouté and Margaret Stones, in which the media of sculpture and painting inspired by the natural world have been used to build bridges between plant science and the wider public.(iii) Education in primary schools, as exemplified by the ‘Living in a Rainforest’ project, in which young people and their teachers spend periods of time in a replica of a Bornean longhouse and through this experience develop an understanding of the importance of the balance between people and the complex ecosystem of the rainforest.(iv) Education in secondary schools, as exemplified by the Science and Plants for Schools project in which rapid cycling Brassica rapa and other materials are used in the development of new and exciting approaches to the teaching of experimental plant science, genetics and breeding.The ways in which projects such as these can be designed to convey important messages concerning plant breeding, genetic engineering, germplasm and habitat conservation and the role of plants in the world economy are discussed, and ideas for other approaches to public education in the Royal Botanic Garden Edinburgh are outlined.

Nature-based tourism is increasing throughout the world. Most are based in national parks and restricted areas. UNESCO has declared 28% of the world‟s largest contiguous mangrove forest, the Sundarban, as a world heritage site in 1987. Sundarban is the largest mangrove forest in the world, which is facing various kinds of threats. More than millions of people depends on cutting the tree, hunting animal other sources that are related with Sundarban. Negative natural and anthropogenic impacts and over-exploitation of natural resources have caused severe harm to the ecosystem. A growing human population with few different support opportunities poses a significant threat to the mangrove forest. There is an illegal increase in the reduction of trees and woods in the Sundarban. Deforestation is taking an increase in most of the areas of Sundarban which will ultimately lead to the loss of diversity. The problem of overfishing has placed the surroundings below great pressure. The stock of the fish is decreasing due to the combination of overexploitation and environmental condition changes. The density of the fish in shallow waters reduced enormously. Because of the excessive demand for the prawn product, the native people dropped the normal fishing practices and adopted the prawn seed culture. Earlier traditional agricultural strategies were practiced. But today, people are adopting the techniques of using pesticides and chemicals that are affecting the flora and fauna of the region. The dumping of various industrial and domestic wastes into the river systems also possesses a threat to the environment. This forest ecosystem conjointly has become at risk of pollution, which can have modified the ecosystem. This paper suggests that nature-oriented tourism destination Sundarban can achieve sustainability through public awareness. Well-planned sustainable tourism and residence awareness could provide economic and long-term incentives for conservation and could bring additional benefits to local communities and regional economies. The paper focuses on how to increase residence awareness.

Within Canada, and internationally, an increasing demand that forests be managed to maintain all resources has led to the development of criteria and indicators of sustainable forest management. There is, however, a lack of understanding, at an operational scale, how to evaluate and compare forest management activities to ensure the sustainability of all resources. For example, nationally, many of the existing indicators are too broad to be used directly at a local scale of forest management; provincially, regulations are often too prescriptive and rigid to allow for adaptive management; and forest certification programs, often based largely on public or stakeholder opinion instead of scientific understanding, may be too local in nature to permit a comparison of operations across a biome. At an operational scale indicators must be relevant to forest activities and ecologically integrated. In order to aid decision-makers in the adaptive management necessary for sustainable forest management, two types of indicators are identified: those that are prescriptive to aid in planning forest management and those that are evaluative to be used in monitoring and suggesting improvements. An integrated approach to developing standards based on an ecosystem management paradigm is outlined for the boreal forest where the variability inherent in natural systems is used to define the limits within which forest management is ecologically sustainable. Sustainability thresholds are thus defined by ecosystem response after natural disturbances. For this exercise, standards are proposed for biodiversity, forest productivity via regeneration, soil conservation and aquatic resources. For each of these standards, planning indicators are developed for managing forest conditions while forest values are evaluated by environmental indicators, thus leading to a continuous cycle of improvement. Approaches to developing critical thresholds and corresponding prescriptions are also outlined. In all cases, the scale of evaluation is clearly related to the landscape (or FMU) level while the stand level is used for measurement purposes. In this view the forest should be managed as a whole even though forest interventions are usually undertaken at the stand level. Key words: sustainable forest management, criteria and indicators, biodiversity, regeneration, soil conservation, aquatic resources, landscape level evaluation, planning and monitoring

In rural areas, indigenous knowledge plays an important role in the protection of forests and wildlife, but the rapid developments occurring in the society and economy impose several challenges to the continued role of indigenous knowledge. This study records how a Bulang village in the Yunnan Province of China uses indigenous knowledge to protect forests and wildlife and analyzes the underlying reasons. In this study, we found that even without specific punishment measures, local people effectively controlled the use of natural resources through moral constraints, public-opinion constraints, and worship rituals. Furthermore, they formed a forest- and wildlife-protection system with banyan trees and the Derbyan Parakeet at the core. This protection system is based on primitive nature worship and indigenous knowledge passed down orally from generation to generation. Such knowledge inheritance reflects the relationship between local people and nature. However, the lack of scientific guidance regarding ecological protection may lead to the destruction of the ecosystem. One such instance is illustrated using birdwatching tourism, for which the Bulang people are attracting birds by artificial feeding. This practice, while prescribed by indigenous knowledge, deviates from scientific knowledge on ecological protection. Therefore, we propose that there should be an intermeshing of indigenous and scientific knowledge to ensure the inheritance of and innovation in the former and effective biodiversity protection.

Abstract There is ongoing public debate about the best course of action to take when wildlife are affected by oil spills. Critics of wildlife rehabilitation suggest that the cleaning and release of oiled animals is a waste of resources focused on individual animals (not populations); thus, the most responsible course of action is to immediately euthanize affected animals. These critics claim that survival of rehabilitated animals is poor, and that the funds spent on rehabilitation would benefit wildlife more if spent on other conservation efforts. In this opinion piece, with a focus on birds, we review reasons for engaging in a coordinated response to oiled wildlife that includes cleaning and rehabilitation. The reasons for responding to oiled wildlife in any capacity include ethical, human safety, and legal aspects. Our rationale for proposing that responders attempt to rehabilitate wildlife, rather than planning on immediate euthanasia, includes financial, scientific, and additional ethical reasons. Financially, costs for wildlife rehabilitation are typically a very small portion of overall oil-spill response costs, and are typically independent of postspill enforcement and funds used to restore injured natural resources. Scientifically, we review recent studies that have shown that animals cleaned and rehabilitated after oil spills can often survive as well as nonoiled control animals. Ethically, some people would consider individual animals to have intrinsic value and that we, as consumers of petroleum products, have an obligation to reduce suffering and mitigate injuries associated with such accidents. For these reasons, we suggest that, although humane euthanasia should always be considered as an option for animals unlikely to return to normal function after rehabilitation, response to oil spills should include a coordinated effort to attempt wildlife rehabilitation.

The study was conducted to observe effluent management technique, physico-chemical characteristic (BOD, TDS, DO, pH, EC, temperature, color, odor, transparency and heavy metals) at different steps of effluent treatment process and compare those with standards of Bangladesh Environmental Conservation Rules (ECR)-1997. Nine effluent samples were collected from Impress Newtex Composite Textile Ltd Industries at Gorai under Mirzapur Upazila during the month of January to June 2013. The color and odor of the inlet effluent samples were highly colored and emit foul smell, respectively but in case of outlet effluent samples very low. The DO, BOD, TDS, EC, pH, temperature, transparency value of all collected samples from ETP outlet were 5 mg/l, 42 mg/l, 2245 mg/l, 192 ?s/cm, 6.5, 31.2 cm, respectively which fulfils ECR (1997) standards for inland surface water, public sewerage water and land for irrigation excepts the value of TDS. In case of heavy metal (Pb, Zn &Ni) assessment the concentrations of all collected samples were within the permissible limit according to ECR, 1997 accepts Pb for inland surface water and land for irrigation. Different types of dyes and chemicals were used during fabrics dyeing. As a result, the values of different physico-chemical parameters were more in inlet effluent but due to treatment its shows less value at the outlet effluent which fulfils ECR (1997) standards requirement. Only best management practices can ensure the best effluent quality discharged into the environment as well as best performance of ETP.DOI: http://dx.doi.org/10.3329/jesnr.v7i2.22204 J. Environ. Sci. & Natural Resources, 7(2): 53-58 2014

This paper is the subject of the Bachelor's Degree by Albina Dervishi under the guidance of the lecturer Dr. Otjela Lubonja. Through this study, it is intended to show what is recycling, what is its impact on nature and society. As an efficient process for the handling and reuse of materials, which promotes innovation and an important and long-term economic growth. Equally important are both social and environmental benefits because it promotes the sustainable use of our natural resources and fosters community development, saving of new land use, pollution prevention, energy conservation and reduction of greenhouse gas effects. To tell us at what stage of our recycling is our country and whether we have it or not as a culture. To explain what it means to use indoor and outdoor recyclable materials and what these materials are. The paper continues to detail how recyclable materials are selected in detail from their chemical and structural composition as these materials can be applied to the interior and exterior. In practice, it is unlikely to achieve this ideal in the near future most of the construction companies in Albania. However, a significant contribution that the society itself, but also the construction industry can do, is to link design and ecology to building buildings and buildings without harming the environment. So use the design in such a way as to make possible the reuse and recycling of the materials used. The work at the current stage was supported by secondary data, the study at a second stage could be extended to public policy presented as a project for its realization, in public institutions such as municipal units, city hall. Through this paper, UET draws the attention of the country's scientific opinion and beyond to the opportunities created for in-depth studies in the field of Architecture and Design Sciences.

To develop a database on growth promoters and feed additives in cattle fattening a purposive survey was carried out. It is done among 30 cattle fattening farmers covering 1 Upazilla under 3 union in Mymensingh district of Bangladesh, who were involved in cattle fattening activities before Eid-Ul-Azha (August to November2015). The survey was done covering farmer’s information, livestock population and production system, feed sources, manpower involvement, availability, types of hormones, feed additives use with negative opinion and probable suggestions for controlling whereas the researcher had no control or could not manipulate the variables as the appeared. All the farmers interviewed during the survey period were literates, and about 52% of them had primary education, 27% had secondary school certificates, 14% obtained higher secondary certificate and the rest were graduates and post-graduates, 7%. Irrespective of literacy about 10% of the interviewed farmer had training on cattle fattening and the rest fattened cattle without having any sort of training. About 35% respondents use skilled personal for cattle fattening. In the study areas, most of the farmers (55%) were using roughage and 45% of them use concentrate. The fattened cattle were marketed by farmers is 98% and rest 2% by butcher or others. About 72% of the farmer use Tracoll and 28% use Ketofox as feed additives and as hormone 30% farmers use Betamethasone, 55% use Decasone and 15% use Periactin. In public perception 89% farmers use growth promoters in wrong period and 80% use harmful feed additives, feeding natural feed in low amount is (65%). Consumers are less concern to buy fattened bull (93%). The mean of the suggestions like veterinary services (1.26), doses in proper ages (2.06), feeding balanced feed (1.62), organic growth promoters program (0.60) and knowledge through ICT program (0.03). From the above results it may be concluded that, major number of cattle are fattened by small farmers in the survey area. For this fattening purpose different types of hormones and feed additives available in the market are used by them. It can be concluded that, the percentages of different negative opinions on using hormones and feed additives is higher.J. Environ. Sci. & Natural Resources, 9(2): 109-113 2016

Research background: Water is a scarce natural resource essential for life and also many economic activities. Scarcity of drinking water is a problem that is ad-dressed at national and international levels. Global water demand continues to rise, but the quantity and quality of water resources is declining in many regions. Recent surveys of the population of the Czech Republic show that the most serious global problems are waste accumulation, water pollution, lack of drinking water and air pollution. Average temperatures continue to rise across Europe due to climate change and water is expected to become increasingly scarce in many areas. An adequate supply of good-quality water is a pre-requisite for economic and social development, and thus it is necessary to learn to save water and better manage our available resources in this area. Purpose of the article: The purpose of this study was to investigate to what degree environmental problems — especially the issue of drinking water scarcity — have been evaluated in the Czech Republic from 2014 to 2018 and whether the fear of a lack of drinking water has motivated water conservation. Methods: A regional analysis of water availability in the Czech Republic and the possible causes of water scarcity has been carried out. Subsequently, selected socio-economic factors that could have an impact on the assessment of drinking water scarcity are analyzed using Gamma and Kendall's Tau and logistic regression. The analyzed time period is from 2014 to 2018. Microdata was taken from the Centre for Research of Public Opinion, and selected regional-level statistics from the Czech Statistical Office have been added to this data to supplement it. Findings & Value added: The perception of drinking water shortages is not only influenced by indicators representing the volume and price of water in each region, but can also be determined by other socio-economic factors such as income, gender, age and education.

Climate change induced sea-level rise (SLR) is on its increase globally. Regionally the lowlands of China, Vietnam, Bangladesh, and islands of the Malaysian, Indonesian and Philippine archipelagos are among the world’s most threatened regions. Sea-level rise has major impacts on the ecosystems and society. It threatens coastal populations, economic activities, and fragile ecosystems as mangroves, coastal salt-marches and wetlands. This paper provides a summary of the current state of knowledge of sea level-rise and its effects on both human and natural ecosystems. The focus is on coastal urban areas and low lying deltas in South-East Asia and Vietnam, as one of the most threatened areas in the world. About 3 mm per year reflects the growing consensus on the average SLR worldwide. The trend speeds up during recent decades. The figures are subject to local, temporal and methodological variation. In Vietnam the average values of 3.3 mm per year during the 1993-2014 period are above the worldwide average. Although a basic conceptual understanding exists that the increasing global frequency of the strongest tropical cyclones is related with the increasing temperature and SLR, this relationship is insufficiently understood. Moreover the precise, complex environmental, economic, social, and health impacts are currently unclear. SLR, storms and changing precipitation patterns increase flood risks, in particular in urban areas. Part of the current scientific debate is on how urban agglomeration can be made more resilient to flood risks. Where originally mainly technical interventions dominated this discussion, it becomes increasingly clear that proactive special planning, flood defense, flood risk mitigation, flood preparation, and flood recovery are important, but costly instruments. Next to the main focus on SLR and its effects on resilience, the paper reviews main SLR associated impacts: Floods and inundation, salinization, shoreline change, and effects on mangroves and wetlands. The hazards of SLR related floods increase fastest in urban areas. This is related with both the increasing surface major cities are expected to occupy during the decades to come and the increasing coastal population. In particular Asia and its megacities in the southern part of the continent are increasingly at risk. The discussion points to complexity, inter-disciplinarity, and the related uncertainty, as core characteristics. An integrated combination of mitigation, adaptation and resilience measures is currently considered as the most indicated way to resist SLR today and in the near future.References Aerts J.C.J.H., Hassan A., Savenije H.H.G., Khan M.F., 2000. Using GIS tools and rapid assessment techniques for determining salt intrusion: Stream a river basin management instrument. 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The conservation and preservation of natural resources is one of the most pressing issues facing the nation today (Gregory & Di Leo, 2003). Among these natural resource issues are the issues of water quality and quantity. Water is one of the most important resources in the United States, and is especially important in Florida. Not only is Florida a specialty crop state, but the Florida economy also depends highly on tourism and recreation, both of which thrive on water. Water impacts Florida’s tourism, agriculture, retail, and real estate development industries, all of which significantly contribute to Florida’s economy (Odera, Lamm, Dukes, Irani, & Carter, 2013). As the U.S. and Florida populations continue to increase and the demand for fresh, clean water rises, water quality and quantity issues will become increasingly important. Extension faculty should understand public opinion surrounding water issues and identify the information that needs to be communicated to the public about water issues, as well as the best mode for this communication. By understanding public opinion and topics of interest surrounding water quantity and quality, as well as Florida residents’ preferred communication methods, Extension faculty will be able to communicate more effectively with clients about water. The issues associated with water quantity and quality are of ever-increasing importance, and are considered a priority by UF/IFAS Extension. Enhancing and protecting water quality, quantity, and supply is considered a high-priority initiative in the 2013–2023 Florida Extension Roadmap. This EDIS publication will provide an overview of how to communicate with Florida residents about water, including information about their preferred communication method and what topics surrounding water Florida residents find of interest. This publication will better equip Extension faculty to discuss water quantity and quality issues with Florida residents.

The release of Al Gore’s An Inconvenient Truth and his subsequent training of thousands of Climate Presenters marks a critical transition point in communication around climate change. An analysis of Al Gore’s An Inconvenient Truth presentation and of the guidelines we were taught as Presenters in The Climate Project, show they reflect the marketing principles that the World Wildlife Fund (WWF) report Weathercocks and Signposts (Crompton) argues cannot achieve the systemic and transformational changes required to address global warming. This paper will consider the ultimate effectiveness of social marketing approaches to Climate change communication and the Al Gore Climate Project in the light of the WWF critique. Both the film and the various slideshow presentations of An Inconvenient Truth conclude with a series of suggestions about how to “how to start” changing “the way you live.” The audience is urged to: Reduce your own emissions Switch to green power Offset the rest Spread the word The focus on changing individual consumption in An Inconvenient Truth is also reflected in the climate campaign page Get Involved on the website of the Australian Conservation Foundation (ACF)—the Australian partner in Al Gore’s The Climate Project (TCP). Al Gore’s Climate Project, with over 3,000 Climate Presenters worldwide, could be seen as a giant experimental test of the merits of marketing approaches to social change as compared to the recommendations in the WWF critique authored by Crompton. In Orion magazine, Derrick Jensen has described this emphasis on “personal consumption” instead of “organized political resistance” as “a campaign of systematic misdirection.” Jensen points out that “even if every person in the United States did everything the movie suggested, U.S. carbon emissions would fall by only 22 percent.” The latest scientific reports show we are on the edge of a tipping point into catastrophic climate change—runaway warming which would render the planet uninhabitable for most life forms, including humans (Hansen et al 13). To reduce the risk of catastrophic climate change to a still worrying 13% we need significant action between now and 2012, and carbon dioxide levels will need to be stabilised at between 350 and 375 parts per million by 2050 (Elzen and Meinshausen 17). Because Americans and Australians are taking far more than our share of the global atmospheric commons, we need to reduce our emissions to less than 90% below 1990 levels by 2050 as our share of the global emission reduction targets (Elzen and Meinshausen 24; Garnaut 283). In other words, if one takes the science seriously there is a huge shortfall between the reductions which can be achieved by individual changes to consumption and the scale of reductions that are required to reduce the risk of catastrophic climate change to a half-way tolerable level. The actions being promoted as solutions are nowhere near “inconvenient” enough to solve the problem. Like Crompton and Jensen I was inclined to take the gap between goal and means as overwhelming evidence for the inadequacy of marketing approaches emphasising changes to individual consumption choices. Like them I was concerned that the emphasis on consumption in marketing approaches may even reinforce the consumerism and materialism that drives the growth in emissions. Whilst being generally critical of marketing approaches, Crompton says he accepts the importance marketers place on tailoring the message to fit the motivations of the target audience (25). However, while Crompton describes Rose and Dade’s “Values Modes analysis” as “a sophisticated technique for audience segmentation” (21), he rejects the campaign strategies designed around the target audiences they identify (23). Market segmentation provides communications practitioners with the “extensive knowledge of whom you are trying to reach and what moves them” which is one of the “three must haves” of a successful communication campaign (Fenton 3). Rose and Dade’s segmentation analysis categorises people based on the motivational hierarchy in Maslow’s Hierarchy of Needs. They identify three population groupings—the Settlers, driven by security; the Prospectors, esteem driven; and the Pioneers, who are motivated by intrinsic values (1). As with Maslow’s hierarchy these “Values Modes” are developmentally dynamic. The satisfaction of more basic needs, like physical safety and economic security, support a developmental pathway to the next level. Just as the satisfaction of the need for social acceptance and status free the individual to become motivated by self-actualisation, universal and compassionate ethics, and transcendence. Because individuals move in and out of Values Modes, depending on the degree to which economic, social and political conditions facilitate the satisfaction of their needs, the percentage of the population in each group varies across time and location (Rose and Dade 1). In 2007 the UK population was 20% Settlers, 40% Prospectors, and 40% Pioneers (Rose and Dade 1), but the distribution in other countries would need to be determined empirically. Rose et al provide a strategic rationale for a marketing based climate campaign targeted at changing the behaviours of Prospectors, rather than appealing to Pioneers. While the Pioneers are 40% of the population, they don’t like being “marketed at,” they seek out information for themselves and make up their own minds, and “will often have already considered your ideas and decided what to do” (6). They are also well catered for by environmental groups’ existing ethical and issues based campaigns (3). Prospectors, on the other hand, are the 40% of the population which are the “least reached” by existing ethical or issues oriented environmental campaigning; are the most enthusiastic (or “voracious”) consumers, so their choices will sway business; and they tend to be swinging voters, so if their opinions change it will sway politicians (4). Rose et al (13) found that in order to appeal to Prospectors a climate change communications campaign should: Refer to local, visible, negative changes involving loss or damage [In the UK] show the significance of UK emissions and those of normal people (i.e. like them) Use interest in homes and gardens Deploy the nag factor of their children Create offers which are above all easy, cost-effective, instant and painless Prospectors don’t like, and will be put off by campaigns that (Rose et al 13): Talk about the implications: too remote and they are not very bothered Use messengers (voices) which lack authority or could be challenged Criticise behaviours (e.g. wrong type of car, ‘wasting’ energy in your home) Ask them to give things up Ask them to be the first to change (amongst their peers) Invoke critical judgement by others Crompton recommends an environmental campaign that attempts to persuade Prospectors that they are wrong in thinking material consumption and “ostentatious displays of wealth” contribute to their happiness. Prospectors see precisely these sorts of comments by Concerned Ethicals as a judgemental criticism of their love of things, and a denial of their need for the acceptance and approval of others. Maslow’s developmental model, as well as the Value Modes research, would suggest that Crompton’s proposal is the exact opposite of what is required to move Prospectors into the Pioneer value mode. It is by accepting the values people have, and allowing them to meet the needs that drive them, that they can move on to more intrinsically motivated action. Crompton would appear to fall into the common “NGO or public sector campaign […] trap” of devising a campaign based on what will appeal to the 10% of the population that are Concerned Ethicals, but in the process “particularly annoy or intimidate” the strategically significant 40% of the population that are Prospectors (Rose et al 8). Crompton ignores the evidence from marketing campaign research that campaigns can’t directly change people’s basic motivations, while they can change people’s behaviours if they target their existing motivations. Contrary to Crompton’s claim that promoting green consumption will reinforce consumerism and materialism (16), Rose and Dade base their campaign strategy on the results of research into cognitive dissonance, which show that if you can get someone to act a certain way, they will alter their beliefs and preferences, as well as their self concept, to fit with their actions. Crompton confuses a tactic in a larger game, with the end goal of the game. “The trick is to get them to do the behaviour, not to develop the opinion” (Rose, “VBCOP” 2). Prospectors are persuaded to adopt a behaviour if they see it as “in,” and as what everyone else like them is doing. They are more easily persuaded to buy a product than adopt some other sort of behavioural change. The next part of an environmental marketing strategy like this is to label, praise and reward the behaviour (Futerra 11). Rose suggests that Prospectors can be engaged politically if governments are called on to recognise and reward the behaviour “say by giving them a tax break or paying them for their rooftop energy contribution” (“VBCOP” 3). Once governments have given such rewards, both Settlers and Propectors will fight to keep them, where they are normally disinclined to fight political battles. Once Prospectors identify themselves as, for example, in favour of renewable energy, politicians can be persuaded they need to act to get and keep votes, and business can be persuaded to change in order to continue to attract buyers for their products. In order to achieve the scale of emission reductions required individuals need to change their consumption patterns; politicians need to change the regulatory and planning context in which both individual and corporate decisions are made; and the economic system needs to be transformed so it internalises environmental costs and operates within environmental limits. Social marketing analyses have identified changing Prospectors buying habits as the wedge, or leverage point that can lead to such a cascading set of social, political and economic changes. Just as changing Prospector product choices can be exploited as a key leverage point, Al Gore identified getting United States commitment to emission reduction as a key leverage point towards achieving global commitments to binding reduction targets. Because the United States had the highest national greenhouse emissions, and was one of the two industrialised countries who had failed to sign the Kyoto Protocol, changing behaviour and belief in the United States was strategically critical to achieving global action on emissions reduction. Al Gore initially attempted to get the United States to sign the Kyoto Protocol and commit to emission reduction by working directly at the political level, without building the popular support for action that would encourage other politicians to support his proposals. In the movie, Al Gore talks about the defeat of his initial efforts to get the United States to sign the Kyoto Protocol, and of his recognition of the need to gain wider public support before political action would be taken. He talks about the unsuitability of the mass news media as a vehicle for achieving social and political change on climate emissions. The priority given to conflict as a news value means journalists focus on the personalities involved in disputes about climate change rather than provide an analysis of the issue. When climate experts explain the consensus position of the Intergovernmental Panel on Climate Change (IPCC), they are “balanced” with opposing statements from the handful of (commonly fossil fuel industry funded) climate deniers. Because climate emissions are part of a complex process of slow change occurring over long time lines they do not fit easily into standard news values like timeliness, novelty and proximity (Harrison). When Al Gore realised he wouldn’t be able to gain the wider public support he needed through the mass news media he began a quest to spread his message “meeting by meeting,” “person by person.” Al Gore turned his slide show into a movie in order to deliver the message to more people than he could reach face to face, and then trained Presenters to reach even more people. When the movie won an Oscar for Best Documentary it turned Al Gore into something of a celebrity. Al Gore’s celebrity status rubs off on Climate Presenters through their association with him, giving them access to community and business groups across the world. When a celebrity recommends or displays a behaviour, Prospectors are more likely to see it as the in thing and thus more willing to do the recommended action. The movie created an opportunity for Al Gore to be a more persuasive messenger than he had been as a politician. Al Gore began The Climate Project to increase the impact of the movie and spread the message further than he could take it by himself. The multiplication of modes of communicating the message fits with Fenton Communications’ “Rule of Three.” In Now Hear This they say the target audience “should read about us in the paper, see us on TV, hear about us from a neighbour and a friend […] have their kid mention us […] and so on” (17). The Presenter training emphasises the “direct communication, especially face to face” recommended by Rose (“To do” 174). During the Presenter training Al Gore warned of the danger of being too negative as it risked moving people “from denial to despair without stopping to act,” and of the need to present the story in such a way as to create hope. This is backed up by the communications marketing literature, which warns that “negative messages may actually induce despair and actually [sic] paralysis while the positive focus can inspire” (Boykoff 172). While it employs dramatic visual images and animations, the movie tends to downplay the potential severity of the consequences of runaway global warming, and presents these in a way that gives the impression of a contracted time frame for the consequences of warming in order to activate motivation based on near term implications. The movie responds to Prospectors’ disinterest in distant implication of climate change by emphasising near-term threats, such as the rising monetary cost of damages, as well as threats to life and property from disease, drought, fire, flood, storm, and rising sea levels. After training an initial round of American Presenters, Al Gore identified training Australian Presenters as the next strategic priority. While Australia’s collective emissions are small, our per capita emissions are higher than those of Americans, and as the only other industrialised nation that had not signed, it was believed our becoming a signatory to the Kyoto Protocol would increase the pressure on the United States to sign. The ACF provided Australian Presenters with additional slides containing vivid images of Australian impacts, and Presenters were encouraged to find their own examples to illustrate impacts relevant to specific local audiences. The importance of identifying local impacts to persuade and move their audiences is impressed upon Presenters during the training. Regular slide updates reinforce this priority. While authors like Crompton and Jensen note the emphasis on changes in consumption as suggested solutions to climate change, other elements of the presentation are just as important in appealing to Prospectors. Prospectors want to belong and gain status by doing whatever is highly regarded by others. The presentation has numerous slides emphasising who else has made commitments to Kyoto and emission reduction. The American presentation includes lists of other countries, and towns and states in the United States that had signed up to Kyoto. The Australian presentation includes graphics emphasising the overwhelming number of Australians who support action. Prospectors don’t like being asked to give things up, and the presentation insists on the high cost of failing to act, compared to the small cost of acting now. Doing something to stop climate change is presented as easy and achievable. Contrary to Crompton’s claim that promoting green consumption would not build the widespread awareness and support for the more far-reaching government action that is required to achieve systemic change (9), the results of recent opinion research show that upwards of 80% of Americans support effective and wide-ranging action to reduce emissions and develop new renewable energy technologies (Climate Checklist). Whereas it would not have been surprising if the financial crisis had dimmed the degree of enthusiasm for action to reduce greenhouse emissions, the high support for action on climate change in their polling continues to encourage the Australian government to use it as a wedge issue against the opposition. Without high levels of public support, there would be little or no chance that politicians would be willing to vote for measures that will reduce emissions. That the push for change in individual consumption choices was only ever one tactic in a wider campaign is also demonstrated by the other projects instigated by Al Gore and his team. Projects like RepoWEr America and WE can solve the climate crisis leverage the interest developed by the Climate Project to increase public pressure on politicians to support regulatory change. The RepoWEr America and WE can solve the climate crisis sites target individuals as citizens and make it easy for them to participate in the political process. Forms help them sign petitions, write letters and meet with their elected officials, write for newspapers and call in to talkback radio, and organise local community meetings or events. Al Gore’s own web site adds a link to the Live Earth company to add to these arsenals. Live Earth “creates innovative, engaging events and media that challenge global leaders, local communities and every individual to actively participate in solving our planet's urgent environmental crises.” These sites provide the infrastructure to make it easy for individuals to move into action in the political domain. But they do it in ways that will appeal to Prospectors. They involve fun, their actions are celebrated, prizes are offered, the number of people involved is emphasised so they feel part of the “happening” thing. RepoWEr America and WE can solve the climate crisis help Prospectors to engage in political action in order to achieve regulatory change. Finally, or first, Al Gore’s Generation Investment Management Company, operating since 2004, is oriented towards systemic transformation in the economic system, so that economic drivers are aligned with sustainability imperatives. Al Gore and his partner David Blood reject Gross Domestic Product—the current measure of economic growth, and a major driver of unsustainable economic activity—as “dangerously imprecise in its ability to account for natural and human resources” and challenge business to accept the “need to internalize externalities” in order to create a sustainable economy. In their Thematic Research Highlights, Al Gore’s Generation company critiques the “Hedonic Treadmill”—which puts “material gains ahead of personal happiness” (32), and challenges “governments, companies, and individuals [...] to broaden their scope of responsibility to match their sphere of influence” (13). While the Climate Project would appear to ignore the inadequacy of individual consumption change as a means of emission reduction, the information and analysis targeted at business by Generation demonstrates this has not been ignored in the overall strategy to achieve systemic change. Al Gore suggests that material consumption should no longer be the measure of economic welfare, an argument he backs with an analysis showing business that long term wealth creation depends on accepting environmental and social sustainability as priorities. While An Inconvenient Truth promotes consumption change as the (inadequate) solution to Global Warming, this is just one strategically chosen tactic in a much larger and coordinated campaign to achieve systemic change through regulatory change and transformation of the economic system. References Australian Conservation Foundation. “Get Involved.” 27 Aug. 2009 < http://www.acfonline.org >. Path: Campaigns; Climate Project; Get Involved. Al Gore. AlGore.com. 27 Aug. 2009 < http://www.algore.com/ >. An Inconvenient Truth. Dir. Davis Guggenheim. Paramount Classics and Participant Productions, 2006. Boykoff, Maxwell T. “Book Review on: Creating a Climate for Change: Communicating Climate Change and Facilitating Social Change. Eds. Susanne C. Moser and Lisa Dilling.” International Journal of Sustainability Communication 3 (2008): 171-175. 24 Aug. 2009 < http://www.ccp-online.org/docs/artikel/03/3_11_IJSC_Book_Review_Boykoff.pdf >. Climate Checklist: Recent Opinion Research Findings and Messaging Tips. 2007 Sightline Institute. 27 Aug. 2009. < http://www.sightline.org/research/sust_toolkit/communications-strategy/flashcard2-climate-research-compendium/ >. Crompton, Tom. Weathercocks and Signposts. World Wildlife Fund. April 2008. 27 Aug. 2009 < http://www.wwf.org.uk/filelibrary/pdf/weathercocks_report2.pdf >. Den Elzen, Michel, and Malte Meinshausen. “Meeting the EU 2°C Climate Target: Global and Regional Emission Implications”. Report 728001031/2005. 18 May 2005. 24 Aug. 2009 < http://www.rivm.nl/bibliotheek/rapporten/728001031.pdf >. Fenton Communications. Now Hear This: The 9 Laws of Successful Advocacy Communications. Fenton Communications. 2009. 24 Aug. 2009. < http://www.fenton.com/FENTON_IndustryGuide_NowHearThis.pdf >. Futerra Sustainability Communications. New Rules: New Game. 24 Aug. 2009 < http://www.futerra.co.uk/downloads/NewRules:NewGame.pdf >. Garnaut, Ross. “Targets and Trajectories.” The Garnaut Climate Change Review: Final Report. 2008. 277–298. 24 Aug. 2009 < http://www.garnautreview.org.au/pdf/Garnaut_Chapter12.pdf >. Generation Investment Management. Thematic Research Highlights. May 2007. 28 Aug. 2009 < http://www.generationim.com/media/pdf-generation-thematic-research-v13.pdf >. Generation Investment Management LLP 2004-09. < http://www.generationim.com/ >. Gore, Al and David Blood. “We Need Sustainable Capitalism: Nature Does Not Do Bailouts.” Generation Investment Management LLP. 5 Nov. 2008. 28 Aug. 2009 < http://www.generationim.com/sustainability/advocacy/sustainable-capitalism.html >. Hansen, James, Makiko Sato, Pushker Kharecha, David Beerling, Valerie Masson-Delmotte, Mark Pagani, Maureen Raymo, Dana L. Royer and James C. Zachos. “Target Atmospheric CO2: Where Should Humanity Aim?” Open Atmospheric Science Journal 2 (2008): 217-231. 24 Aug. 2009 < http://www.columbia.edu/~jeh1/2008/TargetCO2_20080407.pdf >. Harrison, Karey. “Ontological Commitments and Bias in Environmental Reporting.” Environment and Society Conference. Sunshine Coast, Australia, 1999. Jackson, Tim. Prosperity without Growth? The Transition to a Sustainable Economy. Northern Ireland, Scotland and Wales. Sustainable Development Commission. 30 March 2009. 5 Oct. 2009 < http://www.sd-commission.org.uk/publications/downloads/prosperity_without_growth_report.pdf >. Jensen, Derrick. “Forget Shorter Showers: Why Personal Change Does not Equal Political Change?” Orion July/Aug. 2009. 5 Aug. 2009 < http://www.orionmagazine.org/index.php/articles/article/4801/ >. Live Earth. Live Earth 2009. 28 Aug. 2009 < http://liveearth.org/en >. RepoWEr America. The Alliance for Climate Protection. 2009. 27 Aug. 2009 < http://www.repoweramerica.org >. Rose, Chris, and Pat Dade. Using Values Modes. campaignstrategy.org 2007 < http://www.campaignstrategy.org/articles/usingvaluemodes.pdf >. Rose, Chris, Les Higgins and Pat Dadeii. “Who Gives a Stuff about Climate Change and Who's Taking Action—Part of the Nationally Representative British Values Survey.” 2008. 27 Aug. 2009 < http://www.campaignstrategy.org/whogivesastuff.pdf >. Rose, Chris, Pat Dade, and John Scott. Research into Motivating Prospectors, Settlers and Pioneers to Change Behaviours That Affect Climate Emissions. campaignstrategy.org 2007. 27 Aug. 2009 < http://www.campaignstrategy.org/articles/behaviourchange_climate.pdf >. Rose, Chris. “To Do and Not to Do.” How to Win Campaigns: 100 Steps to Success. London: Earthscan Publications, 2005. Rose, Chris. “VBCOP—A Unifying Campaign Strategy Model”. Campaignstrategy.org March 2009. 27 Aug. 2009 < http://www.campaignstrategy.org/articles/VBCOP_unifying_strategy_model.pdf >. The Climate Project. 27 Aug. 2009 < http://www.theclimateproject.org/ >. Turner, Graham. “A Comparison of the Limits to Growth with 30 Years of Reality.” Socio-Economics and the Environment in Discussion. CSIRO Working Paper Series. Canberra: CSIRO Sustainable Ecosystems. June 2008. 5 Oct. 2009 < http://www.csiro.au/files/files/plje.pdf >. WE Can Solve the Climate Crisis. 2008-09. The Alliance for Climate Protection. 27 Aug. 2009 < http://www.wecansolveit.org >.

A same-but-different dichotomy has recently been encapsulated within the US Food and Drug Administration’s ill-defined concept of “substantial equivalence” (USFDA, FDA). By invoking this concept the genetically modified organism (GMO) industry has escaped the rigors of safety testing that might otherwise apply. The curious concept of “substantial equivalence” grants a presumption of safety to GMO food. This presumption has yet to be earned, and has been used to constrain labelling of both GMO and non-GMO food. It is an idea that well serves corporatism. It enables the claim of difference to secure patent protection, while upholding the contrary claim of sameness to avoid labelling and safety scrutiny. It offers the best of both worlds for corporate food entrepreneurs, and delivers the worst of both worlds to consumers. The term “substantial equivalence” has established its currency within the GMO discourse. As the opportunities for patenting food technologies expand, the GMO recruitment of this concept will likely be a dress rehearsal for the developing debates on the labelling and testing of other techno-foods – including nano-foods and clone-foods. “Substantial Equivalence” “Are the Seven Commandments the same as they used to be, Benjamin?” asks Clover in George Orwell’s “Animal Farm”. By way of response, Benjamin “read out to her what was written on the wall. There was nothing there now except a single Commandment. It ran: ALL ANIMALS ARE EQUAL BUT SOME ANIMALS ARE MORE EQUAL THAN OTHERS”. After this reductionist revelation, further novel and curious events at Manor Farm, “did not seem strange” (Orwell, ch. X). Equality is a concept at the very core of mathematics, but beyond the domain of logic, equality becomes a hotly contested notion – and the domain of food is no exception. A novel food has a regulatory advantage if it can claim to be the same as an established food – a food that has proven its worth over centuries, perhaps even millennia – and thus does not trigger new, perhaps costly and onerous, testing, compliance, and even new and burdensome regulations. On the other hand, such a novel food has an intellectual property (IP) advantage only in terms of its difference. And thus there is an entrenched dissonance for newly technologised foods, between claiming sameness, and claiming difference. The same/different dilemma is erased, so some would have it, by appeal to the curious new dualist doctrine of “substantial equivalence” whereby sameness and difference are claimed simultaneously, thereby creating a win/win for corporatism, and a loss/loss for consumerism. This ground has been pioneered, and to some extent conquered, by the GMO industry. The conquest has ramifications for other cryptic food technologies, that is technologies that are invisible to the consumer and that are not evident to the consumer other than via labelling. Cryptic technologies pertaining to food include GMOs, pesticides, hormone treatments, irradiation and, most recently, manufactured nano-particles introduced into the food production and delivery stream. Genetic modification of plants was reported as early as 1984 by Horsch et al. The case of Diamond v. Chakrabarty resulted in a US Supreme Court decision that upheld the prior decision of the US Court of Customs and Patent Appeal that “the fact that micro-organisms are alive is without legal significance for purposes of the patent law”, and ruled that the “respondent’s micro-organism plainly qualifies as patentable subject matter”. This was a majority decision of nine judges, with four judges dissenting (Burger). It was this Chakrabarty judgement that has seriously opened the Pandora’s box of GMOs because patenting rights makes GMOs an attractive corporate proposition by offering potentially unique monopoly rights over food. The rear guard action against GMOs has most often focussed on health repercussions (Smith, Genetic), food security issues, and also the potential for corporate malfeasance to hide behind a cloak of secrecy citing commercial confidentiality (Smith, Seeds). Others have tilted at the foundational plank on which the economics of the GMO industry sits: “I suggest that the main concern is that we do not want a single molecule of anything we eat to contribute to, or be patented and owned by, a reckless, ruthless chemical organisation” (Grist 22). The GMO industry exhibits bipolar behaviour, invoking the concept of “substantial difference” to claim patent rights by way of “novelty”, and then claiming “substantial equivalence” when dealing with other regulatory authorities including food, drug and pesticide agencies; a case of “having their cake and eating it too” (Engdahl 8). This is a clever slight-of-rhetoric, laying claim to the best of both worlds for corporations, and the worst of both worlds for consumers. Corporations achieve patent protection and no concomitant specific regulatory oversight; while consumers pay the cost of patent monopolization, and are not necessarily apprised, by way of labelling or otherwise, that they are purchasing and eating GMOs, and thereby financing the GMO industry. The lemma of “substantial equivalence” does not bear close scrutiny. It is a fuzzy concept that lacks a tight testable definition. It is exactly this fuzziness that allows lots of wriggle room to keep GMOs out of rigorous testing regimes. Millstone et al. argue that “substantial equivalence is a pseudo-scientific concept because it is a commercial and political judgement masquerading as if it is scientific. It is moreover, inherently anti-scientific because it was created primarily to provide an excuse for not requiring biochemical or toxicological tests. It therefore serves to discourage and inhibit informative scientific research” (526). “Substantial equivalence” grants GMOs the benefit of the doubt regarding safety, and thereby leaves unexamined the ramifications for human consumer health, for farm labourer and food-processor health, for the welfare of farm animals fed a diet of GMO grain, and for the well-being of the ecosystem, both in general and in its particularities. “Substantial equivalence” was introduced into the food discourse by an Organisation for Economic Co-operation and Development (OECD) report: “safety evaluation of foods derived by modern biotechnology: concepts and principles”. It is from this document that the ongoing mantra of assumed safety of GMOs derives: “modern biotechnology … does not inherently lead to foods that are less safe … . Therefore evaluation of foods and food components obtained from organisms developed by the application of the newer techniques does not necessitate a fundamental change in established principles, nor does it require a different standard of safety” (OECD, “Safety” 10). This was at the time, and remains, an act of faith, a pro-corporatist and a post-cautionary approach. The OECD motto reveals where their priorities lean: “for a better world economy” (OECD, “Better”). The term “substantial equivalence” was preceded by the 1992 USFDA concept of “substantial similarity” (Levidow, Murphy and Carr) and was adopted from a prior usage by the US Food and Drug Agency (USFDA) where it was used pertaining to medical devices (Miller). Even GMO proponents accept that “Substantial equivalence is not intended to be a scientific formulation; it is a conceptual tool for food producers and government regulators” (Miller 1043). And there’s the rub – there is no scientific definition of “substantial equivalence”, no scientific test of proof of concept, and nor is there likely to be, since this is a ‘spinmeister’ term. And yet this is the cornerstone on which rests the presumption of safety of GMOs. Absence of evidence is taken to be evidence of absence. History suggests that this is a fraught presumption. By way of contrast, the patenting of GMOs depends on the antithesis of assumed ‘sameness’. Patenting rests on proven, scrutinised, challengeable and robust tests of difference and novelty. Lightfoot et al. report that transgenic plants exhibit “unexpected changes [that] challenge the usual assumptions of GMO equivalence and suggest genomic, proteomic and metanomic characterization of transgenics is advisable” (1). GMO Milk and Contested Labelling Pesticide company Monsanto markets the genetically engineered hormone rBST (recombinant Bovine Somatotropin; also known as: rbST; rBGH, recombinant Bovine Growth Hormone; and the brand name Prosilac) to dairy farmers who inject it into their cows to increase milk production. This product is not approved for use in many jurisdictions, including Europe, Australia, New Zealand, Canada and Japan. Even Monsanto accepts that rBST leads to mastitis (inflammation and pus in the udder) and other “cow health problems”, however, it maintains that “these problems did not occur at rates that would prohibit the use of Prosilac” (Monsanto). A European Union study identified an extensive list of health concerns of rBST use (European Commission). The US Dairy Export Council however entertain no doubt. In their background document they ask “is milk from cows treated with rBST safe?” and answer “Absolutely” (USDEC). Meanwhile, Monsanto’s website raises and answers the question: “Is the milk from cows treated with rbST any different from milk from untreated cows? No” (Monsanto). Injecting cows with genetically modified hormones to boost their milk production remains a contested practice, banned in many countries. It is the claimed equivalence that has kept consumers of US dairy products in the dark, shielded rBST dairy farmers from having to declare that their milk production is GMO-enhanced, and has inhibited non-GMO producers from declaring their milk as non-GMO, non rBST, or not hormone enhanced. This is a battle that has simmered, and sometimes raged, for a decade in the US. Finally there is a modest victory for consumers: the Pennsylvania Department of Agriculture (PDA) requires all labels used on milk products to be approved in advance by the department. The standard issued in October 2007 (PDA, “Standards”) signalled to producers that any milk labels claiming rBST-free status would be rejected. This advice was rescinded in January 2008 with new, specific, department-approved textual constructions allowed, and ensuring that any “no rBST” style claim was paired with a PDA-prescribed disclaimer (PDA, “Revised Standards”). However, parsimonious labelling is prohibited: No labeling may contain references such as ‘No Hormones’, ‘Hormone Free’, ‘Free of Hormones’, ‘No BST’, ‘Free of BST’, ‘BST Free’,’No added BST’, or any statement which indicates, implies or could be construed to mean that no natural bovine somatotropin (BST) or synthetic bovine somatotropin (rBST) are contained in or added to the product. (PDA, “Revised Standards” 3) Difference claims are prohibited: In no instance shall any label state or imply that milk from cows not treated with recombinant bovine somatotropin (rBST, rbST, RBST or rbst) differs in composition from milk or products made with milk from treated cows, or that rBST is not contained in or added to the product. If a product is represented as, or intended to be represented to consumers as, containing or produced from milk from cows not treated with rBST any labeling information must convey only a difference in farming practices or dairy herd management methods. (PDA, “Revised Standards” 3) The PDA-approved labelling text for non-GMO dairy farmers is specified as follows: ‘From cows not treated with rBST. No significant difference has been shown between milk derived from rBST-treated and non-rBST-treated cows’ or a substantial equivalent. Hereinafter, the first sentence shall be referred to as the ‘Claim’, and the second sentence shall be referred to as the ‘Disclaimer’. (PDA, “Revised Standards” 4) It is onto the non-GMO dairy farmer alone, that the costs of compliance fall. These costs include label preparation and approval, proving non-usage of GMOs, and of creating and maintaining an audit trail. In nearby Ohio a similar consumer versus corporatist pantomime is playing out. This time with the Ohio Department of Agriculture (ODA) calling the shots, and again serving the GMO industry. The ODA prescribed text allowed to non-GMO dairy farmers is “from cows not supplemented with rbST” and this is to be conjoined with the mandatory disclaimer “no significant difference has been shown between milk derived from rbST-supplemented and non-rbST supplemented cows” (Curet). These are “emergency rules”: they apply for 90 days, and are proposed as permanent. Once again, the onus is on the non-GMO dairy farmers to document and prove their claims. GMO dairy farmers face no such governmental requirements, including no disclosure requirement, and thus an asymmetric regulatory impost is placed on the non-GMO farmer which opens up new opportunities for administrative demands and technocratic harassment. Levidow et al. argue, somewhat Eurocentrically, that from its 1990s adoption “as the basis for a harmonized science-based approach to risk assessment” (26) the concept of “substantial equivalence” has “been recast in at least three ways” (58). It is true that the GMO debate has evolved differently in the US and Europe, and with other jurisdictions usually adopting intermediate positions, yet the concept persists. Levidow et al. nominate their three recastings as: firstly an “implicit redefinition” by the appending of “extra phrases in official documents”; secondly, “it has been reinterpreted, as risk assessment processes have … required more evidence of safety than before, especially in Europe”; and thirdly, “it has been demoted in the European Union regulatory procedures so that it can no longer be used to justify the claim that a risk assessment is unnecessary” (58). Romeis et al. have proposed a decision tree approach to GMO risks based on cascading tiers of risk assessment. However what remains is that the defects of the concept of “substantial equivalence” persist. Schauzu identified that: such decisions are a matter of “opinion”; that there is “no clear definition of the term ‘substantial’”; that because genetic modification “is aimed at introducing new traits into organisms, the result will always be a different combination of genes and proteins”; and that “there is no general checklist that could be followed by those who are responsible for allowing a product to be placed on the market” (2). Benchmark for Further Food Novelties? The discourse, contestation, and debate about “substantial equivalence” have largely focussed on the introduction of GMOs into food production processes. GM can best be regarded as the test case, and proof of concept, for establishing “substantial equivalence” as a benchmark for evaluating new and forthcoming food technologies. This is of concern, because the concept of “substantial equivalence” is scientific hokum, and yet its persistence, even entrenchment, within regulatory agencies may be a harbinger of forthcoming same-but-different debates for nanotechnology and other future bioengineering. The appeal of “substantial equivalence” has been a brake on the creation of GMO-specific regulations and on rigorous GMO testing. The food nanotechnology industry can be expected to look to the precedent of the GMO debate to head off specific nano-regulations and nano-testing. As cloning becomes economically viable, then this may be another wave of food innovation that muddies the regulatory waters with the confused – and ultimately self-contradictory – concept of “substantial equivalence”. Nanotechnology engineers particles in the size range 1 to 100 nanometres – a nanometre is one billionth of a metre. This is interesting for manufacturers because at this size chemicals behave differently, or as the Australian Office of Nanotechnology expresses it, “new functionalities are obtained” (AON). Globally, government expenditure on nanotechnology research reached US$4.6 billion in 2006 (Roco 3.12). While there are now many patents (ETC Group; Roco), regulation specific to nanoparticles is lacking (Bowman and Hodge; Miller and Senjen). The USFDA advises that nano-manufacturers “must show a reasonable assurance of safety … or substantial equivalence” (FDA). A recent inventory of nano-products already on the market identified 580 products. Of these 11.4% were categorised as “Food and Beverage” (WWICS). This is at a time when public confidence in regulatory bodies is declining (HRA). In an Australian consumer survey on nanotechnology, 65% of respondents indicated they were concerned about “unknown and long term side effects”, and 71% agreed that it is important “to know if products are made with nanotechnology” (MARS 22). Cloned animals are currently more expensive to produce than traditional animal progeny. In the course of 678 pages, the USFDA Animal Cloning: A Draft Risk Assessment has not a single mention of “substantial equivalence”. However the Federation of Animal Science Societies (FASS) in its single page “Statement in Support of USFDA’s Risk Assessment Conclusion That Food from Cloned Animals Is Safe for Human Consumption” states that “FASS endorses the use of this comparative evaluation process as the foundation of establishing substantial equivalence of any food being evaluated. It must be emphasized that it is the food product itself that should be the focus of the evaluation rather than the technology used to generate cloned animals” (FASS 1). Contrary to the FASS derogation of the importance of process in food production, for consumers both the process and provenance of production is an important and integral aspect of a food product’s value and identity. Some consumers will legitimately insist that their Kalamata olives are from Greece, or their balsamic vinegar is from Modena. It was the British public’s growing awareness that their sugar was being produced by slave labour that enabled the boycotting of the product, and ultimately the outlawing of slavery (Hochschild). When consumers boycott Nestle, because of past or present marketing practices, or boycott produce of USA because of, for example, US foreign policy or animal welfare concerns, they are distinguishing the food based on the narrative of the food, the production process and/or production context which are a part of the identity of the food. Consumers attribute value to food based on production process and provenance information (Paull). Products produced by slave labour, by child labour, by political prisoners, by means of torture, theft, immoral, unethical or unsustainable practices are different from their alternatives. The process of production is a part of the identity of a product and consumers are increasingly interested in food narrative. It requires vigilance to ensure that these narratives are delivered with the product to the consumer, and are neither lost nor suppressed. Throughout the GM debate, the organic sector has successfully skirted the “substantial equivalence” debate by excluding GMOs from the certified organic food production process. This GMO-exclusion from the organic food stream is the one reprieve available to consumers worldwide who are keen to avoid GMOs in their diet. The organic industry carries the expectation of providing food produced without artificial pesticides and fertilizers, and by extension, without GMOs. Most recently, the Soil Association, the leading organic certifier in the UK, claims to be the first organisation in the world to exclude manufactured nonoparticles from their products (Soil Association). There has been the call that engineered nanoparticles be excluded from organic standards worldwide, given that there is no mandatory safety testing and no compulsory labelling in place (Paull and Lyons). The twisted rhetoric of oxymorons does not make the ideal foundation for policy. Setting food policy on the shifting sands of “substantial equivalence” seems foolhardy when we consider the potentially profound ramifications of globally mass marketing a dysfunctional food. If there is a 2×2 matrix of terms – “substantial equivalence”, substantial difference, insubstantial equivalence, insubstantial difference – while only one corner of this matrix is engaged for food policy, and while the elements remain matters of opinion rather than being testable by science, or by some other regime, then the public is the dupe, and potentially the victim. “Substantial equivalence” has served the GMO corporates well and the public poorly, and this asymmetry is slated to escalate if nano-food and clone-food are also folded into the “substantial equivalence” paradigm. Only in Orwellian Newspeak is war peace, or is same different. It is time to jettison the pseudo-scientific doctrine of “substantial equivalence”, as a convenient oxymoron, and embrace full disclosure of provenance, process and difference, so that consumers are not collateral in a continuing asymmetric knowledge war. References Australian Office of Nanotechnology (AON). Department of Industry, Tourism and Resources (DITR) 6 Aug. 2007. 24 Apr. 2008 < http://www.innovation.gov.au/Section/Innovation/Pages/ AustralianOfficeofNanotechnology.aspx >.Bowman, Diana, and Graeme Hodge. “A Small Matter of Regulation: An International Review of Nanotechnology Regulation.” Columbia Science and Technology Law Review 8 (2007): 1-32.Burger, Warren. “Sidney A. Diamond, Commissioner of Patents and Trademarks v. Ananda M. Chakrabarty, et al.” Supreme Court of the United States, decided 16 June 1980. 24 Apr. 2008 < http://caselaw.lp.findlaw.com/cgi-bin/getcase.pl?court=US&vol=447&invol=303 >.Curet, Monique. “New Rules Allow Dairy-Product Labels to Include Hormone Info.” The Columbus Dispatch 7 Feb. 2008. 24 Apr. 2008 < http://www.dispatch.com/live/content/business/stories/2008/02/07/dairy.html >.Engdahl, F. William. Seeds of Destruction. Montréal: Global Research, 2007.ETC Group. Down on the Farm: The Impact of Nano-Scale Technologies on Food and Agriculture. Ottawa: Action Group on Erosion, Technology and Conservation, November, 2004. European Commission. Report on Public Health Aspects of the Use of Bovine Somatotropin. Brussels: European Commission, 15-16 March 1999.Federation of Animal Science Societies (FASS). Statement in Support of FDA’s Risk Assessment Conclusion That Cloned Animals Are Safe for Human Consumption. 2007. 24 Apr. 2008 < http://www.fass.org/page.asp?pageID=191 >.Grist, Stuart. “True Threats to Reason.” New Scientist 197.2643 (16 Feb. 2008): 22-23.Hochschild, Adam. Bury the Chains: The British Struggle to Abolish Slavery. London: Pan Books, 2006.Horsch, Robert, Robert Fraley, Stephen Rogers, Patricia Sanders, Alan Lloyd, and Nancy Hoffman. “Inheritance of Functional Foreign Genes in Plants.” Science 223 (1984): 496-498.HRA. Awareness of and Attitudes toward Nanotechnology and Federal Regulatory Agencies: A Report of Findings. Washington: Peter D. 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