Non-GMO Fruit Labels Send The Wrong Message To Consumers [Opinion]
April 29, 2014 
We attended an Extension event recently and heard some great presentations on research happening around the country. One of the presenters was from Florida and he described the serious situation citrus growers are facing with Huanglongbing (also known as citrus greening). The disease, which leads to fruit drop and the eventual decline and death of the tree, is now so widespread the state’s yields are plummeting. With no immediate or easy solutions at hand, many are rightfully nervous about the future of the citrus industry in Florida.
The researcher mentioned one option being considered is genetically modified (GMO) rootstock that would make trees more resistant to greening. He acknowledged that many people are skeptical about the public’s acceptance of GMO fruit.
A tree fruit grower in the room spoke up: “You need to go first so we can use GMOs here, too.”
That’s a perspective we’re hearing more often. No one wants to be first, but I believe there are more than a few growers who would take advantage of the technology if it is shown to be safe, if it can provide real benefits in costs, quality, and worker safety — and if consumers accept it.
GMOs are a complex, emotional topic with strong proponents both for and against. One thing that’s certain, however, is there’s a lack of understanding among the public.
That’s why we were disappointed to see the recent announcement from FirstFruits Marketing that it will promote its Opal apple variety — a natural combination of Topaz and Golden Delicious — as “Non-GMO Project Verified.”
Loading ...I spoke with FirstFruits Marketing CEO, Keith Mathews, about the thought process behind the certification. The company had been promoting what it considered the best qualities of Opal — a firm, iridescent yellow fruit with unique flavor and excellent crispness — but the buzz from consumers was they loved that Opal is slow to brown after it’s cut.
Now you may recognize the issue.
Non-browning fruit is also a key trait of Arctic, a GMO apple from Okanagan Specialty Fruits. Its non-browning Golden Delicious and Granny Smith varieties are being considered for approval by USDA.
Mathews says FirstFruits saw a potential for confusion about the genesis of the slow-browning trait in Opal. He had enough concern to try and preempt potential problems with the non-GMO label.
FirstFruits’ concern is absolutely understandable. My concern is that the label could help create unnecessary fears about fruit.
The vast majority of U.S. consumers never correlate fresh fruit and GMO. It’s just not on their radar. A non-GMO label in one variety raises the question as to whether any fruit without a similar certification is suspect. Will other breeders, marketers and growers be forced to label their apples to avoid suspicion?
This certification also casts an image of GMO as something to be afraid of. We don’t know that it is. Public perception may be skewed in advance against what could prove to be a safe, useful technology.
The editorial position of American/Western Fruit Grower is not pro-GMO. Neither is it anti-GMO. We don’t advocate forcing any product or technology on consumers.
We are, however, proponents of good science. Growers should be able to consider any technology that does no harm to people or to other trees or varieties. Anything that deters us from that ability is a negative for our industry.
Subscribe Today For
