Fishy Sugar Beet

Fishy Sugar Beet

Fishy Sugar Beet, AKA Rooty, is a sweet ride that cruises the country spreading the word about GMOs and the need to label them. Rooty, along with her 4 counterparts; fishy soy, corn, apple & tomato, were designed by DC artist Cesar Maxit for the group, Are We Eating Fishy Food? She has completed two cross-country tours and spent nearly 4 months in Washington State campaigning for Initiative 522. She started this year off by blockading Monsantos global headquarters in Creve Coeur, MO during the annual share holder meeting in protest to the shareholders voting down a resolution that would essentially stop them from funneling millions of dollars to prevent GMO Labeling Initiatives to pass. After returning to Asheville, NC where she enjoys spending much of her time, she was elected the official float for the “Krewe of Ewwe” in Asheville’s Mardi Gras Parade. On March 29th Rooty made her way down to Atlanta, GA for the 1st Annual Non-GMO Festival at the Lake Claire Community Landtrust where her primary driver, Ben Harper, spoke of the many adventures they shared as well as the benefits to using playful activism as a means to create change. On April 22nd Rooty will make an appearance at the Asheville Community Theatre for the Organic Growers Schools’  screening of GMO OMG, a film directed by Ashevillian Jeremy Seifert. In May, she will head back out on the open road eventually making her way to Oregon to campaign for state-wide GMO Labeling. Feel free to follow the adventures of Fishy Sugar Beet on Facebook and Twitter @fishysugarbeet

-Ben Harper


GMO OMG in Asheville

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REAL Cooperative is proud to co-sponsor “GMO OMG” showing in Asheville on Earth Day!  Please come on out and join us (and the Fishy Sugar Beet!) for an entertaining and engaging evening of Film and Conversation about Genetically Modified Organisms.

Date: April 22, Earth Day

Time:  Doors open at 6:30, Film starts at 7:15.

Location:  Asheville Community Theatre, 35 E Walnut St, Asheville, NC 28801

Cost: $11 advance purchase price. $13 on the day of
(see below for purchasing options)

Director and concerned father Jeremy Seifert (of Asheville) is in search of answers to complex question of ‘who controls the future of food?’ GMO OMG follows one family’s struggle to live and eat without participating in an unhealthy, unjust, and destructive food system. Followed by Q&A with the Director and panel discussion with local & national experts.

You can purchase tickets in the following ways:

1. By calling Asheville Community Theatre at 828.254.1320.
2. On the Asheville Community Theatre website Here.
3. On the day of the event at the Asheville Community Theatre Box Office (Ticket prices will be $13 on the day of)

Proceeds benefit the spread of organic education in our region.

Facebook Event Page (Please help spread the word)
Film Description (Long Version)
Press Kit for GMO OMG
Press Release for the Asheville Film Screening & Panel Discussion
Interview with Jeremy Seifert


Fishy Food Cars Announce 6,000 Mile Tri-Coastal Tour

November 1, 2013

CONTACT: Adam Eidinger 202-744-2671

Fishy Food Cars Announce 6,000 Mile Tri-Coastal Tour

Journey from Seattle to New York for GMO Labeling Begins November 7

WASHINGTON, DC – On November 7, GMO labeling activists will set out on a cross-country 6,083-mile journey from Seattle to New York City for the “Are We Eating Fishy Food? Tri-Coastal Tour.” The tour features five mutant GMO art cars fitted with 300 pound roof-mounted sculptures that call attention to the need for labeling genetically engineered (GMO) food. The tour begins two days after the world learns if voters in Washington state approved I-522 requiring labels for food that has been genetically engineered.

The food democracy activists hope their second cross country tour will further activate Americans on the need for the Food and Drug Administration (FDA) to label GMO food as is done in 64 other countries. A video with highlights from the first cross-country tour can be found at along with background on each of the art cars.

“The Fishy Food art car fleet’s cross-country swim from Seattle to New York will get people talking about the importance of GMO labeling,” says David Bronner, President of Dr. Bronner’s Magic Soaps, whose company supported the creation of the art cars.

The first tour visited thirteen states and nine state capitals in August in a 3,300-mile journey from Washington, DC, home of the fishy food cars, to Seattle to support Yes on 522 campaign. The new Tri-Coastal Tour will follow a complete schedule and can be found at

“People want healthier food than what GMO food has to offer,” says Rica Madrid, coordinator of the Are We Eating Fishy Food? Tour. “You can measure the impact these educational vehicles have by the reaction and excitement they generate and the large number of shares we see in social media,” says Madrid.

Since 2011 citizen activism has pushed for information about what’s in our food. That year, the Right to Know March for GMO labeling walked 313 miles from Brooklyn, NY to the gates of the White House in Washington, DC to demand President Obama act on his promise to label GMO food.

Genetic Engineering means more herbicide. Chemical companies genetically engineer DNA from bacteria into food crops to either produce or tolerate the chemicals they sell. No long-term independent safety studies have been performed on adverse health effects of GMO eating GMOs. Overuse of pesticide creates resistant superweeds and superbugs, which leads to increased chemical application. Now chemical companies like Monsanto and Dow are engineering resistance in food crops to much more toxic weed killers like Dicamba and 2,4 D, the main ingredient in Agent Orange.

Currently 64 countries—EU nations, China, Russia, Japan, Brazil, and South Africa included—require labeling of GMOs; US consumers can currently only rely on voluntary labeling to determine whether food products have been altered through genetic engineering.

Origins of the FishyFood Cars

The first car in the Fishy Food fleet was “Poppy,” aka the Fishy Corn Car. Created in September 2011 by César Maxit and the DC51 Artist Collective, Fishy Corn accompanied the Right2Know March, as a support vehicle carrying leaflets, organic snacks and water as it raised awareness with marchers. Fishy Corn then went to Monsanto headquarters in Creve Coeur, Missouri for the 2012 annual shareholder meeting with activist Adam Eidinger. He parked the car on the agribusiness giant’s campus and debated Monsanto’s CEO Hugh Grant on GMO labeling during the meeting. A secret video of the encounter went viral online shortly afterwards.

In January 2013, Maxit began building four more mutant cars using extensive volunteer labor from the Washington, DC artist community. Since then, Fishy Sugar Beet aka “Rooty,” Fishy Apple aka “Goldie,” Fishy Soybean aka “Soja Girl,” and, most recently, Fishy Tomato aka “K-Sup” have driven across America. Collectively, the cars have been driven over 120,000 miles.

Members of the media are encouraged to embed with the Are We Eating Fishy Food? fleet for some or all of the tour. Contact Adam Eidinger at 202-744-2671 or to make arrangements.

More information at

Note: REAL Cooperative members Ben and Isabel will be on this tour.