In 1994, the Flavr Savr tomato was introduced to US markets. The tomato had been engineered to no longer produce an enzyme involved in ripening, allowing it to retain firmness and extend its shelf life. Ultimately, the Flavr Savr tomato was not commercially successful. It disappeared from the market just three years after its debut, and the company behind it was acquired by agrichemical giant Monsanto.

During the next 20 years, major agrichemical companies dominated the development and sales of GMOs. The culture shifted away from traits with direct-to-consumer appeal toward commodity crops with traits aimed at farmers, who agreed to strict user agreements that prohibited seed saving and other intellectual property infringement. 

Now, the biotech industry is returning to the produce aisle with several genetically engineered tomato varieties. The next generation of GMO tomatoes offers an altered nutritional profile that may appeal to some shoppers. Several of these varieties were developed using new GMO techniques, such as CRISPR gene editing, which can impact regulation and labeling requirements as the global trend toward deregulating new GMOs continues. Additionally, GMO tomato seeds are being marketed directly to home growers for the first time — a far cry from the restrictions farmers often face when purchasing GMO seeds. 

With new genetically engineered tomatoes available to home gardeners, it's more important than ever to stay up-to-date. Our New GMO Alert can help you make an informed decision on the tomatoes you choose to buy, eat or grow.

Pocket Guide to GMOs in Produce

The Sicilian Rouge tomato

In 2021, Tokyo-based Sanatech Seed released the Sicilian Rouge High GABA tomato, the first gene-edited tomato on the market. The tomato is engineered to contain high levels of gamma-aminobutyric acid (GABA), an amino acid believed to lower blood pressure and aid in relaxation. 

Due to its high GABA content, the Sicilian Rouge is considered a "food with a functional claim," which allows it to be marketed as a health food product without requiring independent verification of its effects or benefits. The product's websites include some statements that support health claims (e.g., "1 tomato can lower blood pressure" or "5 to 7 tomatoes can protect skin health") and others that rein in expectations (e.g., "taking large amounts of this product will not cure illness or improve your health"). 

Sicilian Rouge tomato seeds were first sold as part of growing kits for home gardeners in May 2021; commercial sales of the ready-to-eat tomato followed in September of that year. Today, the tomatoes are sold online and in brick-and-mortar stores in the Kanto/Tokyo region of Japan. A purée made from the GMO is also available online. 

Last year, Sanatech Seeds signaled its intention to expand outside Japan. The company's president announced plans to bring High GABA tomatoes to the US, and authorities in the Philippines announced they would not regulate the Sicilian Rouge as a GMO, though no retail sales have been reported there. 

As a gene-edited product that does not contain foreign DNA, the Sicilian Rouge tomato is not subject to regulation in Japan. 

The Norfolk Purple Tomato

We first reported on the Purple Tomato when it was approved for import and cultivation in the US in October 2022 and again in April 2024 following the start of cultivation in the US. 

The Purple Tomato was developed by UK-based Norfolk Plant Sciences. It was initially named "Del/Ros1-N" after the specific snapdragon genes that were inserted into the tomato to increase anthocyanin production. Anthocyanins are antioxidants considered beneficial for cardiovascular health and potentially helpful in preventing cancer, diabetes and obesity; they also give the Purple Tomato its unique hue.

In February 2024, the Purple Tomato became the first transgenic GMO seed marketed to home growers (Sicilian Rouge tomato seeds were released three years earlier, though they are not transgenic). Fresh tomatoes appeared in select US stores under the brand name "Empress Limited Edition Tomatoes."

Marketing genetically modified seeds to home growers has been uncommon in the biotech world. In the case of the Purple Tomato, it's not without problems. For example, unauthorized sales of Purple Tomato seeds emerged in the EU, where the crop is not approved, and in the US, where seeds appeared under the brand name Purple Galaxy.

Norfolk Healthy Produce (the US subsidiary of Norfolk Plant Sciences) recently announced a partnership with All Aussie Farmers to bring the Purple Tomato to Australian markets in 2026. Meanwhile, growers in California are cultivating Purple Tomatoes to sell to restaurants. Last July, NHP and Orsetti Seed Company announced their intention to develop a Purple Tomato suitable for processing into juices, salsas and sauces. 

Beyond antioxidants and amino acids, some scientists are targeting another widespread deficiency with gene-edited tomatoes: vitamin D.

Here comes the sun: Vitamin D tomatoes in development

Vitamin D is sometimes referred to as "the sunshine vitamin" because it is made in the human body following exposure to sunlight. An estimated one billion people worldwide don't get enough vitamin D, and deficiency can contribute to a wide range of health conditions. Several biofortified GMO tomatoes that aim to address the issue are in development.

England launches GMO tomato under new legislation

A gene-edited tomato engineered to supply increased provitamin D3 in the fruit and leaves has been developed at England's John Innes Center. The biofortified GMO tomato converts the provitamin to vitamin D3 after exposure to UVB light; the leaves could end up in vegan vitamin D3 supplements.

Since leaving the EU in 2020, the UK has softened its stance on gene-edited crops. The 2023 Genetic Technology (Precision Breeding) Act permits field trials of gene-edited crops in England. GMO cultivation is still prohibited in Northern Ireland, Scotland and Wales, though crops grown in England could theoretically be sold in those regions through the shared UK market. 

The UK classifies precision-bred organisms as GMOs, but they are exempt from many GMO regulations if they don't contain foreign DNA, and no testing is required to confirm that they don't contain foreign DNA.

Korean researchers embrace gene editing despite regulatory uncertainty

Researchers at South Korea's Seoul National University used CRISPR to produce a gene-edited tomato with enhanced provitamin D3, the precursor to vitamin D. Additional studies are needed to confirm the GMO tomato's effectiveness. 

Despite the country's regulation of gene-edited crops under existing GMO regulations and moves to expand labeling requirements, the developers are currently preparing seeds for commercial distribution. South Korea is also considering an expansion to GMO labeling that would apply to genetically modified foods, regardless of the presence or detectability of modified DNA. 

The perils of processing biofortified produce

The USDA reports that tomatoes are one of the most commonly consumed vegetables, second only to potatoes. But many of us aren't snacking on fresh produce; we're reaching for processed foods with tomatoes listed on the ingredient panel. An estimated ¾ of the tomatoes Americans eat are in processed foods — sauces, condiments and ingredients for ready-to-eat dishes. 

The industry's focus on biofortification raises an important question: Are tomatoes still beneficial once they’ve been canned, cooked, or puréed into ketchup? If the goal is to enhance nutrition, we must consider the impacts of processing. With tomatoes, the techniques and outcomes vary widely, as different processing methods have varying effects on the bioactive compounds present in tomatoes. For example, one study found that canned tomatoes had significantly lower amounts of some minerals, considerably higher amounts of other minerals and electrolytes, and no difference in iron content when compared with fresh tomatoes.

A fresh take on GMOs or old promises repackaged?

Gene-edited and biofortified tomatoes are part of a new wave of GMOs targeting the health-conscious consumer, not the farmer. Unlike the GMO commodity crops that have dominated biotech for decades, these new tomatoes promise individual health benefits, accessibility to home gardeners, and even open seed sharing.

Yet three decades after the Flavr Savr tomato first appeared in US stores, the fundamental challenges the biotech industry claimed it would solve largely persist — including pesticide overuse, persistent hunger and malnutrition. Today’s gene-edited tomatoes may sidestep older regulatory barriers, but they also risk repeating history through opaque health claims, fragmented oversight and questionable real-world impact. 

Marketing to consumers rather than farmers may signal a shift in strategy, but whether it marks a shift in public trust remains to be seen. Transparency is both crucial and risky. The Flavr Savr was discontinued despite clear labeling; Sanatech Seeds' openness about its genome-edited purée is a bold move given that public rejection played a role in the failure of their fresh tomatoes in Japan's Kyushu region. 

As these new GMOs enter our gardens, grocery stores and global supply chains, the regulatory landscape remains fragmented. Health claims may lack rigorous scientific validation, and the nutritional benefits of biofortified tomatoes could be diminished by how we actually consume them, often in highly processed forms. Whether the public embraces or rejects new GMOs, one thing remains clear: transparent labeling and reliable verification are essential for a functioning food system.

The Non-GMO Project’s Standard defines all crops and products developed using biotechnology, including new gene-editing techniques, as GMOs. We share this information to further one of the Project’s primary goals of creating greater transparency in the supply chain, ensuring you have the information you need to make the best choices for you, your brand, and your family. 

Please note that the information herein is for general informational purposes only and is based on the linked sources above.

The Non-GMO Project is a 510c3 nonprofit dedicated to protecting and promoting non-GMO alternatives. New GMO Alerts is supported by funding from readers like you. Donate today.