Genetically modified crops and country image of food exporting countries

Purpose - Many countries have held back from planting genetically modified (GM) food crops due to perceived negative reaction in export and domestic markets. Three lines of research have tested the reality of this fear. Design/methodology/approach - In-depth interviews were conducted in European countries with key companies and organisations in the European food sector. Supermarket intercepts were used to ascertain purchasing intent for products from countries that do or do not produce GM crops. A purchasing experiment was conducted, where cherries labelled as GM, organic or conventional were on sale in a roadside stall. Findings - Food distribution channel members expressed concern about possibility of contamination or mix-up between GM and non-GM food. However, presence of GM crops in a country does riot cause negative perception of food in general from that country. Approximately 30 per cent of consumers in the purchasing experiment proved willing to purchase GM cherries when there was a defined consumer benefit - either lower price or spray-free. Practical implications - Countries that have not yet planted GM food crops need to be cautious about possible negative impacts on channel member perceptions of non-GM versions of the same crop from the same country. However, planting GM crops does not appear likely to damage the overall reputation of a food-supplying country. GM applications in non-food areas seem unlikely to damage perceptions of country image in relation to supply of food products from that country. Originality/value - Provides useful information for those planning to plant GM food crops.