McDonald's fast food restaurants have rejected newly approved genetically modified potatoes from the major French fry supplier J.R. Simplot.
The new GMO potato called the "Innate" potato was developed to bruise less and possibly produce less of a cancer-causing compound when fried. McDonald's was not swayed.
"McDonald's USA does not source GMO potatoes nor do we have current plans to change our sourcing practice," said a McDonald's spokesman.
The potatoes are going to be sold as whole spuds and pre-cut slices.
"It's the fastest growing segment of the fresh produce market," said J.R. Simplot spokesman Doug Cole.
GMO products are reported to produce greater yields among crops, providing a benefit to growers.
Duane Grant, a Rupert potato grower, said he hopes to soon be able to grow the new potatoes with the benefits of their higher yields and their reduced bruising. He says consumers will be more receptive to the potatoes because their enhancements benefit all parties.
"Brand equity is extremely important to quick-serve restaurants," said Grant. "They will avoid conflict whenever possible in order to protect equity of their brand name."