Monsanto does not expect to receive regulatory backing for its produce in Europe before 2005. The company is scaling down its hopes for GM foods in Europe, showing the power of green consumerism. Through consumer boycotts and government lobbying, the green grassroots movement has seriously hindered powerful multinational business interests. However, it is important not to confuse a highly visible minority with guaranteed sales: most people are not ready to absorb the higher costs of an all-organic diet.