Monsanto: Rewriting the script

This article examines why Monsanto, like so many other international institutions, has chosen to add new, "greener" dimensions to its corporate message. In doing so it explores the tension between Monsanto's corporate sales strategy to sell its GM seeds and its communication strategy. Monsanto, a world player, appears to be having increasing difficulties in creating a market for its transgenic seed and a question mark hangs over the long-term security of its traditionally strong US market. Is this the reason for a more. careful crafting of its corporate image?