by R. Wes Harrison and Everald McLennon

by R. Wes Harrison and Everald Mclennon Conjoint analysis is used to measure the preferences of United States consumers for labeling of biotech foods. The study found that consumers overwhelmingly support mandatory labeling of biotech foods. Results also showed the preferred labeling format is a text disclosure that describes the benefits of biotechnology in combination with a biotech logo. These results imply that U.S. consumers would support a revision of the U.S. Food and Drug Administration's and the U.S. Department of Agriculture's voluntary labeling policies. This may result in GMO labeling policies similar to those of the European Union, Australia, and New Zealand. Agricultural biotechnology (AB) is broadly defined as a collection of scientific techniques that involves taking the genes from one plant or animal species and inserting them in another species to transfer a desired trait or characteristic . For farmers, AB ha s led to reduced production costs, enhanced yields, and the potential for increased profits. Public benefits of AB include reductions in pesticide and herbicide use, as well as enhanced nutritional value, flavor, and shelf life of some foods. Despite these benefits, consumer acceptance has been controversial, as some consumer and special interest groups have expressed concerns over the safety and environmental effects of biotech foods (USDA/ERS, 1991). This is largely due to fears that AB may have some unforeseen health risks, as well as, unforeseen negative effects on wildlife and the environment. Consumer concerns regarding the safety of AB have made labeling of these foods an important policy issue throughout the world. For instance, health and environmental concerns are particularly strong among European, Australian, and New Zealand consume..