A concerted online disinformation campaign, sparked by two Facebook posts, significantly impacted Apeel Sciences, a company specializing in plant-based coatings to extend produce shelf life. The posts, which surfaced in April 2023, falsely claimed the company's product was toxic, linked it to a floor cleaner, and alleged ownership by Bill Gates, leading to widespread consumer distrust and a substantial setback in the American market. The company, founded by James Rogers, developed an edible coating from natural materials found in fruit and vegetable peels, designed to reduce food waste by slowing spoilage.
The initial misleading posts quickly proliferated across various social media platforms, including Facebook, Instagram, TikTok, YouTube, Telegram, and Reddit. These claims ignored evaluations by the Food and Drug Administration (FDA) and the European Food Safety Authority (EFSA), both of which found no safety concerns regarding Apeel's product, Edipeel. The misinformation suggested the coating "can't be washed off" and warned consumers against produce bearing the Apeel sticker.
Apeel Sciences has since confirmed that the safety data sheet circulated online actually belonged to an unrelated industrial cleaner also named Apeel, manufactured by a UK company. Despite the scientific backing and regulatory approvals, the online narrative created a significant challenge for the California-based company. Apeel's business in Europe, however, continued to thrive, largely due to stricter social media regulations that mandate the removal of illegal posts.
The fallout included public apologies from figures like actress Michelle Pfeiffer, who had initially shared inaccurate information about Apeel. In response to the persistent disinformation, Apeel Sciences initiated legal action, including a lawsuit filed in August 2025 against influencer Robyn Openshaw, known as "Green Smoothie Girl," for false advertising and defamation. The company aims to protect its reputation and mission amidst what it describes as a coordinated disinformation campaign.
The controversy has also prompted legislative attention, with the introduction of the "Apeel Reveal Act," a federal labeling bill. This situation highlights the profound impact of online misinformation on innovative companies and serves as a cautionary tale about the speed and reach of unverified claims in the digital age. Apeel Sciences continues to assert the safety and environmental benefits of its product, emphasizing its role in combating global food waste.
