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Yeo Valley Organic has plastered the slogan "Food Scientists R Not Us" on buses across Southeast England to see if bashing boffins helps shift more bio-yoghurt. The line was coined by advertising agency Banks Hoggins O'Shea, part of the US-based global marketing corporation Foote Cone and Belding. Iain Smyth, a public relations consultant acting for the Bristol-based food company, said it emerged from market research that showed "virtually all consumers see food scientists as people who engineer products and ingredients, creating additives and that sort of thing". The slogan aims to distance the company from such pernicious individuals. Mr Smyth admitted that the firm indulged in "quality assurance" testing, but he was reluctant to describe those responsible as "scientists". Heaven forbid that the good name of Yeo Valley Organic be sullied by such a baleful association.