--- title: Turning GMO processes into key benefits - how the brand Perfect Day combats the “reverse halo effect” with radical transparency date: 2017-04-24T01:00:00-06:00 author: Nourish canonical_url: "https://www.nourish.marketing/news/turning-gmo-processes-into-key-benefits-how-the-brand-perfect-day-combats-the-reverse-halo-effect-with-radical-transparency" section: News --- Today’s consumers, especially millennials, trust “big business” and “traditional advertising” [less and less](https://www.forbes.com/sites/jaysondemers/2016/04/05/why-modern-brand-trust-demands-a-personal-relationship/#74a9b5f35c08). This distrust can cause the “[reverse halo effect](http://www.newyorker.com/tech/elements/the-psychology-of-distrusting-g-m-o-s)” where products are instantly vilified for containing a perceived “dirty word” ingredient: GMO is a prime example of this. Of course, if consumers don’t trust your brand, they won’t buy your product. It then becomes your brand’s job to rebuild that consumer confidence. A solution for this problem can be found in the “Made” storytelling; a story outlining the “Made by,” “Made how,” and “Made since” can be an extremely effective remedy. ## An example: This company clones cow’s milk, using a GMO process, and gets nothing but praise! The brand [Perfect Day](http://www.perfectdayfoods.com/) has done a great job of understanding that radical transparency about the way a product is made can be an effective way to win consumer trust. On the surface, Perfect Day’s offering could be seen as highly processed. The company uses a genetically modified yeast organism that has been designed to ferment sugar and create real milk proteins the same way a cow does - but without the cows. As their website says: “we craft animal-free dairy products that taste like the real thing.” They liken their GMO process to craft brewing, and they do it with effective storytelling that hides absolutely nothing. ## Nutritious, safe, sustainable and radically transparent - Perfect Day has it all. Perfect Day shares everything about their process, then delivers these outcomes: - 65% less energy consumption - 84% less greenhouse gas emissions - 91% less land usage - 98% less water consumption It’s no wonder why so many people are joining the “moo-vement” - Perfect Day has crafted a story worth telling and turned a potential negative into a huge positive. Is your brand ready to embrace radical transparency? Contact our President Jo-Ann at if you’re looking to sell more food today.