Los Angeles, CA—The Institute for Responsible Technology (IRT), based here, has launched a Web site, www.nonGMOShoppingGuide.com, aimed at taking the guesswork out of avoiding genetically modified organisms (GMOs) in products. According to IFT, nine out of 10 Americans want GM foods labeled so they can avoid buying them, but nearly two-thirds of products on supermarket shelves still contain unlabelled GM ingredients. IRT’s Executive Director Jeffrey Smith, says, “Our new Web site gives consumers back the power to make an informed choice.”

Also, starting on Earth Day (April 22), IRT will be co-sponsoring the “No GMO Challenge” with the Real Food Media Blog Network, beginning with a cupboard cleanout and a 30-day commitment to eating as many non-GMO meals as possible. The challenge asks that people avoid GMO foods made from the five main GM crops: corn, soy, canola and cottonseed oil, and sugar from sugar beets. Retailers can promote this challenge in their stores and use the Non-GMO Shopping Guide Web site to help stock their shelves with non-GMO products.

Visit www.responsibletechnology.org or http://realfoodmedia.com for more information.

Published in WholeFoods Magazine, March 2010