Monsanto Company: Monsanto Image campaigns
Judson KnightOVERVIEW
In 1994 St. Louis-based agribusiness giant Monsanto introduced Posilac, a drug designed to raise cows' milk production. Sold through the company's dairy division, formerly known as Protiva, the product was marketed to dairy farmers; yet in order to gain larger acceptance for Posilac, it became necessary to sell the public on the drug, which contained the genetically engineered chemical BST, or bovine somatotropin. The company began a limited image campaign for the product in 1994, and it used methods that by 1998 gained much wider exposure for its genetically modified (GM) food...