Monsanto

Monsanto's products and technologies Monsanto is a life sciences company with three separate businesses that share both a common goal, and the technologies to achieve that goal. These three separate businesses include agriculture, pharmaceuticals and food ingredients. Within these business entities, Monsanto has a wide range of products, including herbicides (Roundup), pesticides (DDT), agricultural biotechnology (BST), pharmaceuticals (Nutrasweet) and genetically engineered produce (soy beans) just to name a few. Monsanto's products are developed through genomic …

…by over 20 government agencies. These are two elements that were not influential to the European consumer. The ads failed to take a compassionate and fresh approach to the situation, and instead continued to approach the situation with an antagonistic and aggressive demeanor, which further alienated European consumers. Were Monsanto to have taken a softer, "show me, don't tell me" approach as cited in Shoemaker's article, perhaps a greater level of success could have been achieved.