The decision of the Chipotle restaurant chain to make its product lines GMO-free is not most people’s idea of a world-historic event. Especially since Chipotle, by US standards, is not a huge operation. A clear sign that the move is significant, however, is that Chipotle’s decision was met with a tidal-wave of establishment media abuse. Chipotle has been called irresponsible, anti-science, irrational, and much more by the Washington Post, Time Magazine, the Chicago Tribune, the LA Times, and many others. A business deciding to give consumers what they want was surely never so contentious.

The media lynching of Chipotle has an explanation that is important to the future of GMOs. The cause of it is that there has long been an incipient crack in the solid public front that the food industry has presented on the GMO issue. The crack originates from the fact that while agribusiness sees GMOs as central to their business future, the brand-oriented and customer-sensitive ends of the food supply chain do not.
Chipotle Mexican Grill

The brands who sell to the public, such as Nestle, Coca-Cola, Kraft, etc., are therefore much less committed to GMOs. They have gone along with their use, probably because they wish to maintain good relations with agribusiness, who are their allies and their suppliers. Possibly also they see a potential for novel products in a GMO future.

However, over the last five years, as the reputation of GMOs has come under increasing pressure in the US, the cost to food brands of ignoring the growing consumer demand for GMO-free products has increased. They might not say so in public, but the sellers of top brands have little incentive to take the flack for selling GMOs.

From this perspective, the significance of the Chipotle move becomes clear. If Chipotle can gain market share and prestige, or charge higher prices, from selling non-GMO products and give (especially young) consumers what they want, it puts traditional vendors of fast and processed food products in an invidious position. Kraft and MacDonalds, and their traditional rivals can hardly be left on the sidelines selling outmoded products to a shrinking market. They will not last long.

MacDonald’s already appears to be in trouble, and it too sees the solution as moving to more up-market and healthier products. For these much bigger players, a race to match Chipotle and get GMOs out of their product lines, is a strong possibility. That may not be so easy, in the short term, but for agribusiness titans who have backed GMOs, like Monsanto, Dupont, Bayer and Syngenta; a race to be GMO-free is the ultimate nightmare scenario.

Until Chipotle’s announcement, such considerations were all behind the scenes. But all of a sudden this split has spilled out into the food media. On May 8th, Hain Celestial told The Food Navigator that:

“We sell organic products…gluten-free products and…natural products. [But] where the big, big demand is, is GMO-free.”

According to the article, unlike Heinz, Kraft, and many others, Hain Celestial is actively seeking to meet this demand. Within the food industry, important decisions, for and against GMOs, are taking place.

Why the pressure to remove GMOs will grow
The other factor in all this turmoil is that the GMO technology wheel has not stopped turning. New GMO products are coming on stream that will likely make crop biotechnology even less popular than it is now. This will further ramp up the pressure on brands and stores to go GMO-free. There are several contributory factors.

The first issue follows from the recent US approvals of GMO crops resistant to the herbicides 2,4-D and Dicamba. These traits are billed as replacements for Roundup-resistant traits whose effectiveness has declined due to the spread of weeds resistant to Roundup (Glyphosate).

The causes of the problem, however, lie in the technology itself. The introduction of Roundup-resis