b"approval in the U.S., NPS is moving towards approval in various other markets across the globeparticularly in Canada. The regulatory system in Canada is science-based and has made recent updates to how they review crops enabled with biotech-nology, explains Pumplin.We're exploring it now and will likely be active next year on the Canadian front. What's really important for us is to show in a market or test in a market, is this something that a lot of consum-ers really want? What's great for us is we have that path now in the U.S., he says.Despite the doors the regulatory approval has opened for the purple tomato and Norfolk Healthy Produce, the journey is far from over as the company switches gears into production. After unsuccessful attempts at putting GMO tomatoes on the market, such as the Flavr Savr tomato, NPS must also win over consum-ers to ensure success. In an effort to do so, they identified the importance of engaging with customers around the new prod-uct, demonstrating how versatile the product is for any diet.We know that there are a lot of consumers who are looking for tasty and nutritional tomatoes, and we can meet their needs with our products, continues Pumplin. At the same time, we also know that most people in North America eat about three and a half servings of fruit and vegetables a day when the daily recommendation is five. So, our hope is that our product fits into a larger conversation around a healthier diet and healthier eating,The researchers believe this purple tomato can open doors and with more fresh fruits and vegetables.SW help people understand the science behind GMOs.FEBRUARY 2023 SEEDWORLD.COM /7"