Although a ballot initiative to label foods containing genetically modified organisms failed in California, the organizers behind the measure say their movement is better organized and larger than ever before. 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. The Organic Consumers Association is a million strong," said Ronnie Cummins, the founder and director of that group said. "We have 5 million people on our email list and we're looking forward to continuing this battle." While the initiative won urban coastal counties such as Los Angeles and San Francisco, it lost in the state's central valleys. "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. Throughout the campaign, the truthfulness of advertisements opposing the measure came into question. At one point, the No on 37 campaign ran an ad that identified Henry I. Miller, an opponent of the measure, as a professor at Stanford University. The campaign was forced to pull the ad after Stanford announced that Dr. Miller was not a professor there.