US-appointed egg lobby paid food blogs and targeted chef to crush vegan startup [View all]

[marmar]

(Guardian UK) A government-controlled industry group targeted popular food bloggers, major publications and a celebrity chef as part of its sweeping effort to combat a perceived threat from an egg-replacement startup backed by some of Silicon Valley’s biggest names, the Guardian can reveal.

The lobbyists’ media counterattack, in possible violation of US department of agriculture rules, was coordinated by a marketing arm of the egg industry called the American Egg Board (AEB). It arose after AEB chief executive Joanne Ivy identified the fledgling technology startup Hampton Creek as a “crisis and major threat to the future” of the $5.5bn-a-year egg market.

A detailed review of emails, sent from inside the AEB and obtained by the Guardian, shows that the lobbyist’s anti-Hampton Creek campaign sought to:

• Pay food bloggers as much as $2,500 a post to write online recipes and stories about the virtue of eggs that repeated the egg lobby group’s “key messages”

• Confront Andrew Zimmern, who had featured Hampton Creek on his popular Travel Channel show Bizarre Foods and praised the company in a blog post characterized by top egg board executives as a “love letter”

• Target publications including Forbes and Buzzfeed that had written broadly positive articles about a Silicon Valley darling

• Unsuccessfully tried to recruit both the animal rights and autism activist Temple Grandin and the bestselling author and blogger Ree Drummond to publicly support the egg industry ................(more)

http://www.theguardian.com/business/2015/sep/06/usda-american-egg-board-paid-bloggers-hampton-creek