Tim W Hayes  01/16/2009 12:16:59 PM  From  DB/Inbox:  Tim W Hayes

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UNCLAS        SOFIA 00023
CXsofia:
    ACTION: POLEC
    INFO:   LEG FAS POLM FCS DAO RSO AID DCM PAO AMB

DISSEMINATION: POLE
CHARGE: PROG

APPROVED: AMB: NMCELDOWNEY
DRAFTED: FAS: MBOSHNAKOVA
CLEARED: POLEC: KHAWK KASMITH, DCM, FAS: HHUYNH, PAO: KINGMANSON

VZCZCSFI705
RR RUEHC
DE RUEHSF #0023/01 0150747
ZNR UUUUU ZZH
R 150747Z JAN 09
FM AMEMBASSY SOFIA
TO SECSTATE WASHDC 5697

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