Consumers around the world are becoming aware of the dangers of industrial, chemical-based agriculture. The most legitimate science and research bodies recommend turning toward organic and sustainable agriculture, shunning genetically engineered (GE or GMO) products and the chemicals they are designed to promote. With the growth and power of the food movement, corporate giants are beginning to take action. After decades of employing a block-us-and-we'll-sue-you" approach, Monsanto recently began an intense makeover PR campaign: popularity by association. Monsanto is cozying up to the reputation, authenticity and wholesomeness of family farmers -- and hoping the all-American nostalgia many associate with the small scale farmer rubs off on them. During the Super Bowl, key media markets saw Monsanto's "It Begins with a Farmer" commercials, which were intended to demonstrate that the company shares the same values as family farmers and the consumers they feed and clothe. In reality, Monsanto is no friend to the family farmer or the communities they live in and support. In fact, Monsanto (and other chemical companies like Dow Chemical, Syngenta, BASF, Pioneer/Dupont, and Bayer) have forced small farmers into a dying breed. The cost of industrial agriculture forces farmers to get big or get out. This is particularly true of GE herbicide-resistant seeds, which USDA economists tell us have contributed to increased consolidation of farmland in fewer hands. In the end, family farmers get squeezed out by the mammoth farms enabled by biotechnology.