Sunday, May 6, 2012

Navigating the Produce Department with PLU Codes


First, let us be clear; the FDA DOES NOT protect consumers from genetically modified (GMO) food or require informative labels on packaged produce.  The labels we see on produce appear at the whim of grocers and are suggested by industry marketers, such as the Produce Marketing Association (PMA). Marketers advocate use of labels to massage some consumer-identified concerns, such as calories, fat content, sell-by dates, and place of origin and also to assist produce departments with electronic processing and pricing. Dismissed is any industry concern about genetic modification of the seed, from which the produce grows, or the chemical soup in which it is grown.  The lack of labels, to identify GMO produce and processed foods with GMO ingredients, is part of what is driving consumers to seek organics.

Although Produce Look Up (PLU) codes are established by the International Federation of Produce Standards (IFPS) for the industry, consumers can get information from them as well. The PLU codes, when present, appear on the small sticky label stuck to the skin of fruits or vegetables, and identifies how it was grown, what species it is and, of course, helps the industry with electronic processing and pricing.

Most commonly seen are four-digit PLU codes. They indicate produce grown using chemicals, many of which are toxic and some proven carcinogenic, but which the FDA approves. The Agra-industries and chemical-industries, an almost invisible line separating them, have successfully lobbied the FDA to allow many chemicals to be A-listed for use in growing food. Often, those seeking the licenses to sell the chemicals have supplied the only information reviewed by the FDA, before approval.

A five-digit PLU code, beginning with the number "9" identifies organically grown produce. However, it should be noted that the green and white "USDA certified organic" label is the only reliable symbol available to consumers today. The words "organic," "naturally grown, or "all natural" are not trustworthy indicators of a product's pedigree, rather they are terms that are sometimes used to lure consumers to products they might otherwise avoid.

The PLU system is already capable of identifying GMO produce with a five-digit code but it is so rarely used few know it exists.  The first digit of the GMO PLU code is "8". This tells the consumer that the produce was grown from a seed, in toxic conditions for which the plant was "genetically engineered" to survive. More information about  PLU codes is available at http://www.plucodes.com/ .

A PMA executive offered this information, at a meeting of association members, broadcast on YouTube,
"Labels do matter because consumers are bringing their ideals to the grocery store."  Therefore, consumer concerns appear to be important to the industry, and statistics indicate that most consumers would not knowingly purchase GMO foods. Yet, finding a sticker with the PLU code for GMO produce is akin to finding hen's teeth. This may be due to the fact that Monsanto, the patent holder of GMO seeds and primary producer of most of the chemicals used, is a PMA 'partner', as indicated on their website.

Consumers are, somewhat, complicit in their own fleecing, when it comes to buying food. According to the PMA, "the majority of consumers get their produce information from the package, produce section store signs, family and friends and the produce department staff."  Since labeling is at the whim of the store, as are their signs, and the same store sources and department staff educate family and friends; it is easy to see how the equation favors the industrial food industry over consumers. 

Consumers fail before they begin their hunting and gathering expeditions because the places they hunt are laden with information land mines.  GMO produce looks bigger and always picture perfect which can conceal old produce with diminished nutrient values.  It usually lacks taste and ingesting the genetic modification assets of the plant is unhealthy. 

The second choice, and most prevalent, is the produce grown in the FDA's approved chemical soups. These also have less nutrients and taste, and the chemicals that permeate their skins withstand washing. They also have abnormal shelf lives.

Organic grown produce is generally rich in nutrition and taste. It has a normal life span and, after weighing the health liabilities of other produce growing methods, are well worth any difference in price.

While the PLU codes can be helpful for both the industry and consumers, the FDA must seriously address their responsibility to safeguard the American consumer with policies that require informative and appropriate food labels. Consumers must be willing to become informed shoppers and invest their time and money in their own health.  






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