La Brea Bakery makes non-GMO pledge

La Brea Bakery makes non-GMO pledge

Aryzta-owned US artisanal baker La Brea Bakery has said its range will be non-GMO verified by the end of the year.

La Brea Bakery's artisan bakeries will be non-GMO certified and all La Brea Bakery artisan breads will bear the "Non-GMO Project Verified" seal, meaning the products breads have been verified by the Non-GMO Project's Product Verification Program.

A spokesperson confirmed to just-food: "100% of breads will be non-GMO by the end of this year."

La Brea Bakery said the move comes in response to consumer desire for GMO-free products and cited data from the 2014 Consumer Reports National Research Center, which found 70% of US consumers do not want GMOs in their foods. 

Kristina Dermody, president of La Brea Bakery, said the switch was also reflective of the group's emphasis on responsible sourcing. "It was important to us to make the promise to our consumers that we will only use non-GMO ingredients in our artisan breads moving forward. This is the first of many ways La Brea Bakery will be changing the way people think about where their food comes from and the ingredients used."

Jon Davis, senior vice president of culinary research and innovation at La Brea Bakery, added going non-GMO was a "natural next step" for the group's products, which are already free from artificial colours, flavours and preservatives. 

La Brea Bakery's portfolio includes rolls, batards and loaves. The company's products can be found at over 6,500 grocery stores in all 50 US states and Canada.