When it comes to GMOs in food, there is a strong alliance between food retailers and consumers. Consumers do not want GMOs in their food, and food retailers do not want to sell any. Leading European retailers have developed “non-GMO” and organic product lines in response to consumer demand for non-GMO products in the conventional and organic sector. Both product lines represent sustainability, transparency and quality.

But recent developments at EU level and in several member states might challenge the strategy, business model and financial results of food retailers: It is highly likely that the new EU Commission will make a proposal for the deregulation of products obtained with new genetic engineering – and food retailers could suffer tremendously from this development.