The study focused on consumer interpretation and understanding of potential voluntary labelling messages for foods derived through biotechnology and options for effective and meaningful dissemination of information about the voluntary labelling of foods derived through biotechnology. To the CFIA's knowledge, this is the first study of its kind in the world. The study provides valuable insight into consumers' understanding of potential labelling messages for food derived from biotechnology and illustrates the government's commitment to open dialogue with the public on this topic.
Consumers tend to react negatively when unknown scientific terminology is used.
The study was conducted using focus groups of principal grocery shoppers across Canada. Vancouver, Winnipeg, Toronto, Montreal, Sherbrooke and Halifax. The groups included a cross section of gender, age, education, language and family demographics. The conclusions of the study were based on findings from qualitative research and as such are regarded as a starting point from which to develop working hypotheses.