First Fruit: The Creation of the Flavr Savr Tomato and the Birth of Biotech Foods
Engaging both sides of the agricultural biotech controversy and hoping to initiate a reasoned dialogue, geneticist Belinda Martineau explores the development and eventual failure of the Flavr Savr® tomato in First Fruit. One of the Calgene scientists who worked on the tomato (the first genetically modified food on the market), she offers great insight into the scientific and business factors that drive the research and marketing of biotech products. Concerned about the eager and simplistic denial of most of her colleagues when faced with protests from consumer advocates, she wants to see more direct communication between the two sides. Using the story of Flavr Savr's development, Martineau shows the reader both the quality of biotech research and the power of management to obfuscate or otherwise affect that work. Though straying into dead-end alleys of personal stories of her colleagues' interactions a few too many times, for the most part the narrative flows smoothly and draws the reader along swiftly to the tomato's eventual, inevitable demise in the market. Somewhat ironically, the Flavr Savr failed more because it couldn't live up to Calgene's nearly messianic marketing than any protester's work, even if it did launch a few activists' careers. Telling industry to pay more heed to honesty and research while suggesting that the public pursue better scientific education shouldn't be asking too much--perhaps First Fruit will help de-escalate the debate. --Rob Lightner Author(s): Belinda Martineau. Binding Hardcover. Publisher(s): McGraw-Hill. Label: McGraw-Hill.
| Manufacturer: | McGraw-Hill |
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| Lowest Price (CAD): | $29.39 |
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