“Non-GMO” is one of the fastest growing label trends on U.S. food packages, with sales of such items growing 28 percent in 2013, to about three billion dollars. Original flavor Cheerios, Grapenuts and Smart Balance all now carry a non-GMO label. Chipotle Mexican Grill is changing to non-GMO tortillas. But the switch is not easy, especially for foods with many ingredients. Two years ago, Ben & Jerry’s initiated a plan to eliminate genetically modified ingredients from ice cream. Now, nearly a year behind schedule, the company has succeeded in replacing many of the ingredients with non-GMO versions, but they have yet to convert the milk that makes the ice cream itself, estimating that finding enough GMO-free milk could take another five or ten years. Since the vast majority of feed given to dairy cows in the U.S. is made with GMO corn, soybeans and alfalfa, finding GMO-free milk, especially lots of it, has proved more difficult than anticipated. GMO-free ingredients also cost from 5-20 percent more. Still, such is the growing wave of consumer pressure that many other companies are taking the first steps to become GMO-free (Washington Post, Aug 8, 2014).