Supporters of California’s Proposition 37 are not giving up the fight after Tuesday’s rejection. In fact, they’re saying that the organizing around the initiative helped forge a diffuse group of individuals interested in healthy food into a powerful, organized movement.
“We just didn't have the funds to compete on the air” in those regions, said Stacy Malkan, media director at California Right to Know. “Many of those voters were getting their news from TV and we couldn't compete with them.”
Companies like Monsanto, DuPont, and Pepsi poured nearly $50 million dollars into opposing the measure—about seven times what its supporters were able to raise—and spent most of the money on television and radio ads.