In the case of fresh produce, advocates say [CRISPR] technology can do a number of positive things from improving taste and nutrition, to eliminating browning, to reducing or eliminating the need for pesticides, to changing a plant’s shape to make it easier to mechanically harvest.

“Consumers say historically, no one talked about food technology, so they thought there was something to hide,” said Laurie Demeritt owner and CEO of The Hartman Group.

“Consumers want to know why [CRISPR foods have benefits], and we have to get the language right in talking about this new technology.”

The good news, she said, is that consumer sentiment is changing rapidly when it comes to technology in food. She said polling shows consumers are worried about many things getting worse in terms of access to food and the effect of agriculture on the climate.

“The majority of Americans are more open to science as a solution than in the past,” Demeritt said. “They want transparency of issues and benefits. Gen Z and millennials are even more open to scientific solutions. It’s a dramatic difference with the older generations.”

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