Today is the 20th anniversary of the first sales of the world’s first genetically engineered (GE), commercially available, whole food: the Flavr Savr™ tomato. High-end Flavr Savrs, dubbed “MacGregor’s®” tomatoes, available that day at the State Market IGA in Davis, California, were displayed in a beautiful cart with a canvas awning. The tomatoes carried MacGregor’s stickers, complete with farmer, watering can, and “GROWN FROM GENETICALLY MODIFIED SEEDS” spelled out in all caps. Here’s a photo of one:

Bright-red, tomato-shaped brochures proclaiming “Summertime Taste…Year-Round!™ on their covers accompanied the real fruit.

In addition to explaining that MacGregor’s Tomatoes soften more slowly

and suggesting that MacGregor’s tomatoes not be stored in the refrigerator, the point-of-purchase information briefly explained the genetic engineering process, including the use of the kanamycin-resistance selectable marker gene, to produce Flavr Savr seeds.

Consumers were also invited to call 1-800-34TOMATO if they wanted still more information.

Wouldn’t it be great if developers of GE foods in the U.S. were as transparent about their products today as Calgene, Inc. (Calgene Fresh, Inc.) was twenty years ago?