study by the University of Florida Institute of Food and Agricultural Sciences surveyed 1,132 respondents to examine their willingness to pay for food labeled as “USDA Organic” versus “Non-GMO Project Verified.”

In particular, the researchers measured respondents’ willingness to pay for a box of 12 granola bars and a pound of apples. When consumers looked at packages of Granola bars labeled “non-GMO Project,” they were willing to spend 35 cents more than for the boxes that had text that read, “contains genetically engineered ingredients.” With the “USDA Organic” label, consumers were willing to pay 9 cents more.