OTA's Star Wars spoof alienates traditional producers
OTA's Star Wars spoof alienates traditional producers
A clever new video crossing the Internet is using the "Star Wars" saga to promote organic produce, but not all fruit and vegetable growers are thrilled with the description of the Dark Side.
Last month, the Organic Trade Association released its sci-fi supermarket saga, Store Wars: The Organic Rebellion, which shows Cuke Skywalker, Chewbroccoli, Princess Lettuce and other rebels in a fight against the Dark Side of the Farm.
By spoofing a pop culture phenomenon like Star Wars, OTA hopes to attract a new generation of organic consumers, especially Gen Xers who grew up loving Luke, Leia and Han, and are now increasingly concerned about making healthy food choices for their families, said the association.
If you think about it, a battle is currently being waged over food in America and the direction agriculture will take in the future. We're asking in a light-hearted way for people to think about the choices they make at the grocery store, said Katherine DiMatteo, executive director of the OTA.
But other groups are not amused by the five-minute video.
The Produce Marketing Association, which represents organic and traditional produce growers and sellers, said the video is misleading and is a divisive way to promote organic produce.
Were for promoting the strengths of organic, but not at the expense of someone elses products, said PMAs Kathy Means. We think its irresponsible.
The problem, said PMA, is that the video leaves the impression that theres a lot of irradiated and bioengineered produce on the market, and that growers are injecting fresh produce with chemicals. The Dark Side of the Farm, according to the Grocery Store Wars flick, is pollution and pesticides that have ruthlessly claimed the market. The food puppets, such as Obi Wan Cannoli, discuss how consumers are seduced into buying fruits and vegetables supported by artificially reduced prices.
First of all, the video should be seen as a spoof, said OTAs Barbara Haumann. It should not be taken literally. We are not attacking conventional produce.
But she said that consumers should be made aware of some conventional agricultural practices, such as pesticide use, and that one way to support organic is to buy organic.
OTA had hoped that the live-action food puppets would prompt more people to learn about organic products, and that seems to be happening. OTA has recorded 4 million hits on the video so far, and the number of visitors to the trade groups web site has doubled since May. Educators from around the world also have asked to use it in their school curriculum, said Ms. Haumann. Store Wars is the brainchild of Free Range Studios, makers of the 2003 satire on the meat industry called The Meatrix, another on-line film that recorded 10 million viewers.
To view the Store Wars film, go to www.storewars.org.
Last month, the Organic Trade Association released its sci-fi supermarket saga, Store Wars: The Organic Rebellion, which shows Cuke Skywalker, Chewbroccoli, Princess Lettuce and other rebels in a fight against the Dark Side of the Farm.
By spoofing a pop culture phenomenon like Star Wars, OTA hopes to attract a new generation of organic consumers, especially Gen Xers who grew up loving Luke, Leia and Han, and are now increasingly concerned about making healthy food choices for their families, said the association.
If you think about it, a battle is currently being waged over food in America and the direction agriculture will take in the future. We're asking in a light-hearted way for people to think about the choices they make at the grocery store, said Katherine DiMatteo, executive director of the OTA.
But other groups are not amused by the five-minute video.
The Produce Marketing Association, which represents organic and traditional produce growers and sellers, said the video is misleading and is a divisive way to promote organic produce.
Were for promoting the strengths of organic, but not at the expense of someone elses products, said PMAs Kathy Means. We think its irresponsible.
The problem, said PMA, is that the video leaves the impression that theres a lot of irradiated and bioengineered produce on the market, and that growers are injecting fresh produce with chemicals. The Dark Side of the Farm, according to the Grocery Store Wars flick, is pollution and pesticides that have ruthlessly claimed the market. The food puppets, such as Obi Wan Cannoli, discuss how consumers are seduced into buying fruits and vegetables supported by artificially reduced prices.
First of all, the video should be seen as a spoof, said OTAs Barbara Haumann. It should not be taken literally. We are not attacking conventional produce.
But she said that consumers should be made aware of some conventional agricultural practices, such as pesticide use, and that one way to support organic is to buy organic.
OTA had hoped that the live-action food puppets would prompt more people to learn about organic products, and that seems to be happening. OTA has recorded 4 million hits on the video so far, and the number of visitors to the trade groups web site has doubled since May. Educators from around the world also have asked to use it in their school curriculum, said Ms. Haumann. Store Wars is the brainchild of Free Range Studios, makers of the 2003 satire on the meat industry called The Meatrix, another on-line film that recorded 10 million viewers.
To view the Store Wars film, go to www.storewars.org.
