He noted 70 percent of consumers are keen on seeing pesticide use reduced, but added GM advocates are not doing a good job explaining that GM crops reduce pesticide use. His firm predicts environmentalism will become a global concern again in the next three years. It's a very, very powerful trend. McAllister also noted North Americans no longer trust authorities and like to find their own sources of information. He warned the audience not to expect a rational discussion of GM food, based solely on the facts.
Food is fundamentally about emotion.
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