In support of Non-GMO Month, Santa Cruz, California-based New Leaf Community Markets donated 1 percent of sales from Oct. 13 through 17 to the Non-GMO Project. A total of $12,979 was raised at six New Leaf locations on the Central Coast of California. Non-GMO Month was created by the Non-GMO Project in 2010 as an annual platform for raising awareness in the U.S. and Canada about genetically modified organisms. More than 2,000 retailers and 2,200 brands participated in the program.
“New Leaf is committed to offering our community choices that have the most beneficial impact on their health, and the health of the environment,” said Scott Roseman, founder of New Leaf Community Markets. “We are doing everything we can to minimize GMOs in our product selection and label products that contain GMOs so customers can make informed decisions. By 2018, all products on New Leaf shelves that are genetically engineered will be labeled as such,” he stated. The 2018 deadline gives manufacturers time to update their packaging, as well as research and source alternative ingredients if desired. Currently, there are approximately 6,000 products on New Leaf shelves with a blue Non-GMO Project Verified shelf tag. All New Leaf produce is non-GMO and oil used in deli items is Italian olive oil that is always free of GMOs. The meat department offers organic chicken, organic sausages, and organic grass-fed beef options.
New Leaf has been at the forefront of the GMO labeling movement for many years, supporting consumers’ right to know what is in our food. In 2012, New Leaf was actively involved in supporting California State GMO Labeling Proposition 37 that was narrowly defeated. In 2013, New Leaf was selected as a Top Right to Know Grocer by the Organic Consumer Association. “We will continue to work together with our customers, suppliers and the greater community to help make GMO labeling a standard for people here and across the country,” said Roseman.