The consumer is king. Consumers' perceptions are their reality, said McAllister. In July 1999, an Environics survey showed 51 percent of Canadians had never had a discussion about biotechnology and food. But an updated survey done last month now shows 72 percent of Canadians have discussed the issue at least once or twice. McAllister said Canadians are paying attention and looking for information on GM food.
Many people are uncomfortable with the issue.
Older female baby boomers will be least sympathetic to GM food. They are most likely to see genes as additives, he said. Consumers want a choice in whether they eat GM food, he said. When Environics asked Canadians whether they had eaten any GM food in the past year, only one in three knew they had, even though 60 to 70 percent of food products contain GM ingredients. They don't realize that it's on their plates right now.