I’m a fan of Naked Juice. The Protein Zone and Protein Zone Mango smoothies are great ways to refresh and rebuild tired muscles after a long run..
I’m not a fan of sanctimonious b.s., though, and Naked Juice is peddling that along with its juices and smoothies.
Here’s what I’m talking about. The other day, I noticed this message on a Naked Juice bottle:
We use only the freshest, purest stuff in the world and leave out everything else. * no added sugar * no preservatives *non-GMO** *gluten free
The double asterisk next to non-GMO led me to this:
While many ingredients do not exist in bioengineering varieties, Naked Juice does not use ingredients that were produced using biotechnology as a matter of principle.
It was the last five words that caught my attention. “As a matter of principle.” The phrase also is used on Naked’s website.
Not as a matter of marketing. Not because the consumers of Naked Juice just might happen to be the kinds of people who would feel good about avoiding GMOs. But as a matter of principle.
Hmm. There’s an implicit moral judgment there, no?
What, I wondered, might the principle be? [click to continue...]