You know that an idea is gaining steam when you see conventional brands using it to sell a product. The non-GMO movement's supporters have been talking for years about the problems with genetically modified food, from increased pesticide use due to herbicide-resistant weeds to fears about GM crops cross contaminating conventional or organic ones.

It looks like companies are catching on!

While I was grocery shopping the other day, I ran across the tins of corn starch pictured above touting that it's made from "non-genetically modified corn." These weren't in the hippie section of the store - they were front and center alongside all of the other baking items, including Rumford's regular cornstarch which is presumably made from GM corn.

I expect companies like WholeSoy to tout their GMO free status, because they target a niche of consumers who care about that kind of thing, but to see a larger brand targeting that market is pretty heartening, don't you think?