Many consumers view genetically engineered foods with suspicion partly because the food industry has taught them to do so. Consumers learn from advertisements and labels that the foods they buy are all natural only to realize that that is not the case. The food industry wishes to embrace the efficiencies offered by advances in genetic engineering, but this technology belies the image of nature to which the food industry constantly and conspicuously appeals. Consumers who believe genetically modified foods are not “natural” will regard them as risky and undesirable