Based on marketing activation events the company ran over the summer in Seattle, Austin, and Palo Alto, the outlook for their first product looks pretty rosy. They gave away bags of salad (which were clearly labeled as being gene-edited) consisting of red-and green-leaf mustard greens, and asked people to complete a short survey about it. Adams estimated that more than 6,000 people tried the salads, and over 90 percent responded that they were “very motivated” or “somewhat motivated” to buy the product.
A New Green Revolution?
Helping people make healthier dietary choices is just one benefit that CRISPR could bring to produce. Its possibilities are wide-ranging, as evidenced by PairWise’s work to create fruit trees that can grow in different climates and yield food that’s easier to harvest. It’s not unlike Norman Borlaug’s work back in the 1940s to create a high-yield wheat seed that was resistant to stem rust—a project that ended up saving millions of people from hunger and famine.
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