Impact of genetic modification on country image of imported food products in European markets: Perceptions of channel members

Risk to the image of food exporting countries in foreign markets for food products has been advanced as a reason for them to ban commercial release of genetically modified (GM) crops. The aim of this paper is to explore the reality and intensity of such a risk. In-depth interviews have been conducted with key distributors in the European food sector to ascertain factors that they consider important in determining reputation of exporting countries, and to ascertain whether GM impacts on such reputations. Highly negative consumer sentiment towards GM in Europe seems likely to continue to influence food industry buyers against importing GM food. However, no evidence was found that presence of GM crops in a country causes negative perception of non-GM food imported from that country. Provided adequate steps are taken to avoid accidental contamination of conventional crops, producer countries do not appear at great risk of damaging their overall country image for food products if GM technology is introduced.