We live in a world of labels, and even though information is crucial, some labeling leads to confusion, negative views, and misunderstanding. In the supermarket, consumers might misinterpret "facts" or develop disparaging images. The authors of this paper look at the impact labeling has on the food industry—the choices consumers make, the way labeling affects the adoption of technology, and the influence labeling might have on the amount of money spent for research and product development. Legislators, regulatory officials, and consumers will benefit from the thoughtful, science-based information in this Issue Paper.