For years, there’s been a pretty heavy backlash against genetically modified organisms (GMOs). But what if some GMOs could make it easier to grow food in heat and drought conditions. Or, in the case of purple tomatoes, what if they were used to promote an increase of beneficial nutrients that can actually benefit our health? Is this really an attack of the killer tomatoes, or just a subtle shift that benefits people? “Since their introduction in the mid-1990s, G.M.O.s have remained wildly unpopular with consumers, who see them as dubious tools of Big Ag, with potentially sinister impacts on both people and the environment. Martin is perhaps onto something when she describes those most opposed to G.M.O.s as ‘the W.W.W.s’: the well, wealthy and worried, the same cohort of upper-middle-class shoppers who have turned organic food into a multibillion-dollar industry. ‘If you’re a W.W.W., the calculation is, G.M.O.s seem bad, so I’m just going to avoid them,’ she said. ‘I mean, if you think there might be a risk, and there’s no benefit to you, why even consider it?’ The purple tomato could perhaps change that calculation.” Jennifer Kahn in the NYT Mag (gift article): Learning to Love G.M.O.s