False rumours challenge US plant-based produce coating amid policy debate

Apeel Sciences has released a public statement on H.R. 4737 — the “Apeel Reveal Act” introduced by U.S. Representative Marlin Stutzman (R-IN) — reaffirming its long-standing commitment to transparent food labelling and addressing what it says is a wave of misinformation about its products and operations.

Shoppers want to know what’s really on their food — and Apeel says it’s ready to help make that happen. The bill has renewed public debate over how clearly food is labelled, what safety standards mean in practice, and how consumers can trust the information they’re given.

Apeel Sciences, which makes a plant-based coating to help fruits and vegetables stay fresh longer, says it supports the goal of clearer labelling. The company also wants to correct false claims that have been spreading online — including one that claims Microsoft founder Bill Gates owns part of the business. Apeel has confirmed that Gates has never been a shareholder, advisor, or employee, and that his only connection is through two research grants awarded years ago by the Bill & Melinda Gates Foundation.

Its coating uses ingredients already common in everyday foods — plant-based fats, baking soda, and citric acid — to slow spoilage, cut food waste, and help shoppers save money. The company notes that:

-All Apeel products follow U.S. labelling laws.

-Ingredient lists have been public on its website for years.

-The organic version, approved in 2017, hasn’t been sold for nearly two years while new formulas are developed.

-Bill Gates has never owned shares in, advised, or worked for the company.

Apeel says it was founded on science, transparency, and reducing food waste. It has asked to meet with lawmakers to discuss the bill and explore ways to improve labelling for the benefit of both shoppers and producers.

The statement also follows an apology from actress Michelle Pfeiffer, who retracted a social media post that contained outdated and inaccurate claims about Apeel. She confirmed that while the Bill & Melinda Gates Foundation once provided research grants, Gates himself has no role in the company.

Apeel says it has been the target of a coordinated online misinformation campaign since 2023, and hopes the current discussion will focus on facts and informed consumer choice.

Wondering how Apeel’s solutions could benefit your fresh produce business? Reach out for a free consultaion.