ABSTRACT
Marketers of any product begin seeking a newer, better, different version of their product as soon as it hits the marketplace. This is no less true of produce marketers. Outside the modern discussion of genetically modified fruits and vegetables, breeders have sought enhanced product qualities since the beginning of agriculture as an occupation. They seek what they need for the mar-ketplace-better taste, longer shelf life, improved appearance, enhanced shipping qualities, traits that allow production in hostile environments, greater per-acre or per-tree production, and more. Biotechnology offers the allure of faster and more precise trait changes or enhancements that move this centuries-old practice of breeding forward. It also has the potential for consumer resistance.
