Larry McIntosh knew what to expect whenever the media turned its attention to the debate about genetically modified organisms in food.
The media reports would trigger calls to Peak of the Market, a company that markets the lion’s share of vegetables grown in Manitoba for the fresh market.
Some days as many as 45 people would call asking whether produce sold by Peak of the Market was genetically modified, said McIntosh, the company’s president and chief executive officer. Hoping to alleviate the number of calls from consumers, Peak of the Market has begun labeling its potatoes as GMO-free. The company markets 98 million pounds of potatoes a year.
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“We just wanted to take the bull by the horns and tell them what they’re buying,” said McIntosh.
He was quick to point out that Peak of the Market is not against genetically modified foods. The labeling is his company’s way of giving information to consumers.
There is no law in Canada against labeling a food product as GMO-free. However, Peak of the Market has to be able to prove its claim if asked to do so by the Canadian Food Inspection Agency.
