Whole Foods Market recently announced they were discontinuing sales of Chobani Greek-Style Yogurt, the top selling yogurt brand in America. The natural retail giant cited they were "making room for more organic and non-GMO' options," according to Whole Foods spokeswoman Robin Kelly. Preceding Whole Foods' decision, Chobani experienced widespread criticism for sourcing dairy from GMO-fed cows—a campaign launched by non-GMO advocacy group GMO Inside.

Here, Chobani Founder and CEO Hamdi Ulukaya responds to the announcement on CNBC, and explains the complications of non-GMO supply chains, consumer confusion, and the impending winter olympics.