The presence (or absence) of genetically modified organisms (GMOs) has been a growing concern of food consumers. Even though GMOs have been used for more than 35 years, they’ve been in our regular food supply for less than 25 years. Shortly after their introduction (since the late 1990s), Europe insisted that grocery products (and even animal feed) be labeled regarding GMO content, but the U.S. has been slow to adopt widespread rules—until 2016. Last summer, President Obama signed a law requiring GMO product labeling, and the USDA has two years to define what products will be affected. But the law (S. 764 “An Act to reauthorize and amend the National Sea Grant College Program Act, and for other purposes”) isn’t what consumers expected—or necessarily wanted. So what does it mean for consumers and for food manufacturers alike?

Consumers want to know what’s in their food

We want to know what we’re eating (especially when it comes to GMOs):

  • Non-GMO labels are quite popular.
  • Manufacturers and even entire grocery store chains have been transitioning their product lines to “healthier” and “cleaner” options—at least, as perceived by customers.
  • Nutrition label requirements (or at least expectations) have moved beyond the shelves to even the bakery, deli, restaurant, and even farmers’ markets.

Even though the U.S. lags behind may other nations in GMO rules, consumers are asking for more information and rewarding manufacturers that supply it.

The law provides loopholes that favor companies using GMOs

Certainly a law requiring manufacturers to fully disclose the content of their food products is a good thing, right? In theory, yes. But the controversy lies in the fact that manufacturers will not be required to actually disclose GMO details on their labels—they will only be required to provide a means to obtain that information.

Simply put, these are acceptable labeling methods:

  • Phone number
  • Website
  • QR code

Critics point out that without taking an action, it leaves consumers in the dark, which is why the law has also been called the “Deny Americans the Right to Know (or DARK) Act.” When a label requires the consumer to reference an outside source, it disadvantages numerous Americans lacking specific resources: phone numbers require a phone, websites require the internet, and QR codes require a combination of the two—a smartphone.

Give consumers all the information

Manufacturers that rely on GMOs because of cost or special interests appreciate (or even encourage) the loopholes—especially as negative public perception of GMOs continues to grow. But for many smaller, private label, and startup food manufacturers and purveyors, this controversial loophole is an opportunity. Consumers definitely want the information, so provide it. Give consumers all the information they need to choose your product—and to stand in contrast to the big brands that withhold the details. Your transparency will stand in contrast, build trust, and be more equitable toward all consumers than the labeling methods that require electronic devices.

It’s better to start preparing now

Even though the work of the USDA has just begun, so the final details of regulations may be some months away, it’s best to take action now. Gather all the details that will need to be on your labels to comply. Begin developing label artwork that will clearly disclose all the required information, as well as what you can provided above-and-beyond in order to win over your customers, and consult an experienced nutrition label printer that can help you navigate the government regulations. Then you’ll be ready to go to press as early as your next packaging print run, and—at the very least—well before you’re required to comply.