Chipotle, Ben & Jerry's reinvigorate GMO labeling efforts

Both Colorado and Oregon’s GMO labeling initiatives received a boost this week.

Chipotle Mexican Grill announced Wednesday that it supports Colorado's labeling measure Proposition 105.

Though restaurants like Chipotle would be exempt from labeling under the bill, the chain started voluntarily labeling GMOs on its website last year. (Chipotle uses genetically engineered corn and soy, but switched from soybean oil to non-GMO sunflower oil to fry tortilla chips.)

"Consumers want this information, and we are already giving it to them," co-CEO Steve Ells said in a statement, according to the Denver Post. "But well-funded opposition groups continue to fight labeling efforts, with opponents putting their own profits ahead of consumer preferences."

Oregon received similar support from ice cream maker Ben & Jerry’s with the launch of Food Fight Fudge Brownie, formerly just Fudge Brownie. Co-founder Jerry Greenfield recently unveiled the new ice cream in Portland, only available in Oregon scoop shops, to urge Oregonians to vote Yes on 92. Ben & Jerry's also sells Food Fight in Vermont to raise money for the state's litigation costs associated with GMO labeling.

To date, proponents of Oregon’s Measure 92 have received over $7.4 million, while Colorado’s No on 105 Coalition has garnered over $8.1 million.

Indeed, corporate GMO labeling support came at a good time.