The Company Behind The Viral ‘Organic Effect’ Video Is Getting Sued For Misleading The Public

Last year, the Coop chain of grocery stores, known as a pioneer for organic food in Sweden with over 600 locations in the country, partnered with the the Swedish Environmental Research Institute to conduct an experiment on a family of five for three weeks. The family, which ate a conventional, non-organic diet to keep food costs down, switched to organic for two weeks, giving daily urine samples.

The results, which were presented to the public in a viral video called “The Organic Effect,” with tens of millions of views across social media platforms, showed that before switching to organic the family’s urine contained pesticides, fungicides and other agricultural chemicals. After eating an all organic diet for two weeks, the chemicals were no longer there. “Now, almost all the pesticides have disappeared,” says the video featuring three adorable blonde children and their parents.

Read the entire article here.

Source: Kavin Senapathy, Forbes

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