Consumers Will Pay More For Healthful Biofortified GMO Crops -- Study

Belgian researchers show in a new study that genetically modified crops fortified with increased vitamins and minerals have huge market potential, but remain in limbo because of negative public attitudes. The first GMO crop engineered 15 years ago to be more healthful – “Golden Rice” – still has not been approved for cultivation, nor have six other transgenic biofortified crops. Despite lingering negative public opinion,the Belgian research finds, many consumers are willing to pay a 20 percent to 70 percent premium for GMOs with health benefits, but not GMO crops with farmer benefits, which consumers will only buy at a discount.