Chinese consumers generally do not question how their food is grown. Food is food and as long as they look normal, how it was actually grown is of lesser importance. Furthermore, the concept of genetically modified food is relatively unknown in China. Green House Organic is a pioneer retailer in introducing organically grown food in China. They even sell them through their website. However, it faces a steep challenge in making consumers aware of its benefits by first of all, understanding the danger posed by GM food. To create an awareness of the potential danger of genetically modified food by challenging consumers to re-evaluate the food they take for granted. What looks good outside may not be the same inside.
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