What a difference $46 million in TV ad spending can make.
At least that was the consensus in the wee hours of the morning at the Yes on Proposition 37 party, held at a performance art space in San Francisco’s Mission District, even before the final votes were tallied.
Outspent many times over, “we couldn’t get up on the air,” organizer Stacy Malkan told The Salt when it appeared the measure was going down. “You need a certain saturation to have an impact.”
All eyes in the food world have been on California’s hotly contested genetically modified (GMO) food labeling proposal, which was defeated this morning by a significant margin — 53 percent of the state’s voters opposed and 47 percent in favor.
It would have required that most foods containing genetically modified ingredients carry a “Made with GMO” label on the box. Given the prevalence of genetically engineered corn and soy in processed foods, those labels would have been nearly ubiquitous in the middle aisles of the grocery store. And, given the size of California’s market, and manufacturers’ opposition to distribute two versions of packaging, the California law could have morphed into de facto national policy as well.