Justified or not, the giant GMO-growing seed and herbicide company Monsanto has so far been unable to prevent its name from becoming synonymous with corporate greed and environmental recklessness. On Maui, a moratorium on GMO activity, directly aimed at Monsanto, was approved by voters even though Monsanto spent $5 million opposing it. Such is the power of reputation.

Monsanto Hawaii hopes to reverse its public relations fortunes with a new advertising campaign that gives a human touch — a worker driving a truck through lush fields — to its operations. Monsanto hopes the ads will “dispel myths” about the company.

Perhaps. But direct outreach to the community, and frank disclosures about its operations, would probably help Monsanto more than the gloss of an ad campaign. That’s local style.