BULGARIA: FY 2009 BIOTECHNOLOGY OUTREACH STRATEGY

UNCLAS SECTION 01 OF 02 SOFIA 000023

EUR/NCE FOR TOM YEAGER
EEB/TPP/MTAA/ABT FOR MARCELLA SZYMANSKI AND JACK BOBO

E.O. 12958: N/A
TAGS: EAGR ECON ETRB TBIO KPAO
SUBJECT: BULGARIA: FY 2009 BIOTECHNOLOGY OUTREACH STRATEGY

REF: STATE 129940


1. (U) Summary. Post requests $30,240.00 to fund agricultural
biotechnology ("agbiotech") programs in FY2009. These programs will
educate consumers, farmers, academics, and policy makers about the
benefits of agbiotech, with the goal of assisting Bulgaria to become
a successful model and advocate of agbiotech within the EU. Prior
to its EU accession process, Bulgaria had been a biotech research
and production pioneer, actively promoting and cultivating
transgenic crops currently not approved for commercial planting in
the EU. A major Biotechnology Law passed in 2005, virtually halting
biotechnology research and cultivation. This legislation was highly
restrictive and inconsistent with WTO standards and the European
biotech legislative framework.


2. (U) Summary Continued: Post proposes a program that includes:
three seminars in Sofia and secondary agricultural cities in Central
and Northern Bulgaria; dissemination of educational materials; local
outreach and broadcasting on the national television channels.
Post's proposed programs build on previous successful technical
assistance activities involving FAS, encouraging Bulgarian officials
to recognize the commercial and environmental benefits of agbiotech
so they can help shift the dialogue within the EU towards a more
science-based and commercial approach. Another Mission objective is
Bulgaria's adoption of more liberal, WTO-consistent biotech
legislation, to firmly secure the future of the local viable biotech
industry and educate a populace that does not currently understand
the merits of biotechnology. By increasing efforts in Bulgaria now,
the U.S. will have a strong European ally with common interests and
shared beliefs to combat the EU's anti-GMO position in the years
ahead. End Summary.

BACKGROUND
--------------

3. (U) Embassy Sofia has a well-defined biotechnology strategy
supported by the U.S. biotech industry and important local
stakeholders. With Bulgaria's EU accession, SEED funds available
until 2008 for technical assistance have been terminated. The
Embassy wants to complement its current strategy, which has focused
on high-level biotech policymakers, with a broader public
educational outreach campaign to reach the average consumer.
Despite repeated attempts by a number of anti-biotech organizations
to influence public opinion through sensational newspaper headlines,
to date consumers' rejection of bioengineered food is limited.
Through a comprehensive public outreach plan touting the benefits of
agricultural biotechnology we can shape more positive opinions. The
proposed program builds on existing contacts, local expertise, as
well as on USDA and FAS matching resources.


4. (U) The goal of the Embassy's public diplomacy initiative is to
spur debate and discussion about biotechnology, create positive
public opinion, and to provide broader availability of scientific
information about agricultural biotechnology to both the media and
consumers. Part of the educational campaign will target key opinion
leaders in the following fields: media, education, the environment,
and the food industry, among others. They will learn about the
scientific, research and regulatory processes involved in
agricultural biotechnology as well as the benefits for Bulgaria.
Gaining key opinion leaders' support will help increase the public's
awareness and trust in foods derived from GMO products. The
proposed program has been discussed with and received the backing of
local counterparts who have created an informal consortium to steer
the program's activities and content. This Consortium includes: the
National Agricultural Academy, National Biosafety Commission,
agricultural and food research universities and institutes, the
local Association of Agricultural Producers, and specialized media.

PROJECT PLAN
--------------

5. (U) The proposed program will be conducted within a nine-month
timeframe and will conclude before end of FY09 via the following set
of activities:


A. Biotech Seminars: Three focus group discussions with media
participation in three large urban areas of Bulgaria, where the main
agricultural universities/research institutes are located - Sofia,
Stara Zagora and Dobrich. To open and maintain dialogue among
relevant groups and effectively communicate positive messages on
biotechnology to the public, we will use formal presentations by
identified local opinion leaders. International speakers and
scientists will also be utilized. Participants will be recruited
among university professors with relevant expertise, local industry
representatives, and local media representatives, including
television and radio commentators and newspaper reporters.


B. Educational Materials: To complement the workshops and media
events, English language publications on the benefits of
biotechnology will be made available for translation into Bulgarian,
to reach mass audiences with local language materials.


C. Local Organization Outreach: Funding will be provided to host
country organizations interested in promoting and disseminating
positive information on agricultural biotechnology such as the
Association of Agricultural Producers. These organizations will
develop, publish and disseminate, on behalf of their organization,
materials that promote GMO products and teach about their usefulness
and safety. Materials printed by local organizations may carry more
credibility and have a greater impact on consumer opinions than
materials produced and disseminated by US organizations.


D. Post envisions that one speaker with an academic and research
background would address the growing acceptance of biotech
worldwide, the implications of the favorable WTO ruling, and the
positive safety and environmental implications of biotechnology.
The other speaker, a farmer or seed association representative,
would discuss the commercial and practical advantages. The academic
message would resonate well with policy makers in the capital, while
the message of someone with practical experience would be welcomed
in farming towns.


6. (U) EXPECTED RESULTS: This project will influence the opinion
of the average Bulgarian farmer/consumer towards biotechnology by
focusing on price, health and other social benefits. This
initiative will educate the media about biotechnology and expose
professors, consumers and other participants to arguments explaining
that biotech products are as safe as their conventional
alternatives. By the end of the outreach campaign, the Mission
expects that at least 30 press articles, as well as additional
television and radio spots will be disseminated throughout the
Bulgarian society. We project that a significant portion of the
country's population will be exposed to positive GMO messages as a
result of this campaign. Additionally, the Association of
Agricultural Producers will have gained greater recognition and
credibility, and we believe the Media will continue to print
positive updates on GMO issues as opposed to negative anti-GMO
propaganda.

REQUESTED FUNDING
--------------

7. (U) Cost estimations for this activity are as follows:

- transportation, lodging, M&IE for organizers during
planning/organizing stages: $2,000
- rental rooms and conference packages: $500/day * 3 = $1,500;
- reproduction costs for materials to be distributed to
participants: $8 * 3 events * 40 participants = $960
- support to local GMO promoters (bio-safety commission, Association
of Agricultural Producers) to produce and disseminate pro-GMO
publications: $8,000
- translation and reproduction of materials into Bulgarian language:
$3,000.
- communication costs: $1,000
- funding lodging M&IE for two local biotech speakers: $200 * 7 days
= $1,400
- local transportation: $800 * 2 persons = $1,600.
- miscellaneous and unexpected costs: $1,000;
- international airfare for two (2) International
Speakers/Scientists: $1200 * 2 = $2,400
- M&IE and lodging $220 * 9 days = $1,980
- funding local travel for two international biotech speakers: $300
* 8 days = $2,400
- honoraria for International Speakers $1,500 * 2 = $3,000
Total budget: 30,240


8. (U) U.S. Embassy Sofia is contributing matching funds from FAS
to cover the following expenses:
- FAS contributions to coordinating workshops, developing materials,
recruiting speakers, translation, and overall oversight of project:
$10,000.


9. (U) Contributions from local Bulgarian Organizations include
the above-mentioned members of the steering committee who will be
responsible for the design of content of workshops, as well as the
development and dissemination of published materials. A TV station
(Agromedia) with nation-wide penetration has agreed to broadcast a
series of weekly two-minute spots focusing on the project's message
and events.


9. (SBU) Embassy Coordinator for this Project is Agricultural
Attach Hoa Huynh, +359 2 9395704 or HuynhHV@state.gov. State
contact officer is Pol/Econ Officer Kimberly Hawk, +359 2 937-5218.
Please do not hesitate to contact both officers for additional
information about this proposal. Post believes that we have reached
a critical juncture as Bulgaria enters its third year of its EU
membership. A strong push for public education is now needed to
build momentum as Bulgaria seeks to position its biotechnology
industry within the legal framework of the EU.

MCELDOWNEY