"This month, April 2000, biotech biggies Aventis CropScience, BASF, Dow Chemical, Dupont, Monsanto, Novartis, and Zeneca Ag Products, in conjunction with their trade association, launched at $50-million, multi-year, North American PR campaign to improve public understanding and acceptance of biotechnology, particularly genetically modified foods," notes PR pro and right-wing ideologue Ross Irvine (not to be confused with right-wing ideologue Reed Irvine).