Although genetically modified plants have been successfully marketed in the United States, consumers in the European Union have shown little enthusiasm.

A plausible explanation is that genetically modified foods challenge traditional European ideas about food. People have powerful cultural attachments to food and are sceptical towards products from genetically modified organisms (GMO), even though science and experience tells us that these products are safe. The cultural barriers against GM foods are something that one might expect would decline with time. Since European consumers still remain sceptical towards GM foods one must look at another factor - the constant attacks from environmental anti-GMO organizations