b"The researchers believe this purple tomato can open doors and help people understand the science behind GMOs.There's now a possible path for creative researchers andWe're exploring it now and will likely be active in 2024 on small companies to develop new products enabled with biotech- the Canadian front. What's really important for us is to show in a nology and get them out onto the market to consumers wheremarket or test in a market, is this something that a lot of consum-they can be tested to see if it's something that consumers want,ers really want? What's great for us is we have that path now in says Pumplin. This wasnt possible up until this year because, the U.S., he says.the nature of the regulatory framework was simply too costlyDespite the doors the regulatory approval has opened for the and too long for products like ours, which arent going to gener- purple tomato and Norfolk Healthy Produce, the journey is far ate huge profits the way that corn and soy do. from over as the company switches gears into production. After With this regulatory approval and ability to sell the product inunsuccessful attempts at putting GMO tomatoes on the market, the U.S., NPS hopes to show consumers the immense benefitssuch as the Flavr Savr tomato, NPS must also win over consum-the purple tomato can offer when added into their diet. ers to ensure success. In an effort to do so, they identified the Getting regulatory approval allows us to sell them in the U.S.,importance of engaging with customers around the new prod-which was important because many people argue that plantuct, demonstrating how versatile the product is for any diet.biotechnology has not provided any benefits for consumers. TheWe know that there are a lot of consumers who are looking purple tomatoes do offer benefits to consumersnot only forfor tasty and nutritional tomatoes, and we can meet their needs protecting their health, but the tomatoes have a longer shelf lifewith our products, continues Pumplin. At the same time, we and look great, adds Martin. also know that most people in North America eat about three Now that the purple tomato has received regulatory approvaland a half servings of fruit and vegetables a day when the daily in the U.S., NPS is moving towards approval in various otherrecommendation is five. So, our hope is that our product fits into markets across the globeparticularly in Canada. The regula- a larger conversation around a healthier diet and healthier eating, tory system in Canada is science-based and has made recentwith more fresh fruits and vegetables.SWupdates to how they review crops enabled with biotechnology, explains Pumplin.74/ SEEDWORLD.COMINTERNATIONAL EDITION 2023"