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The world is facing serious global food security challenges such as the need for sufficient food for a growing population and an exponential growth in nutrient deficiency disorders. Agricultural biotechnology, such as genetically modified (GM) crops, offers itself as a promising solution to address one or more of these issues. Golden Rice (GR) is an example of a GM crop which contains high amount of β-carotene, a compound which is an antioxidant and a precursor of vitamin A. In spite of GR’s promised potential benefits in combating vitamin A deficiency (VAD) disorders it is still not cultivated. This viewpoint paper aims to present the reader with a need for multidisciplinary research agenda, the outcomes of which can contribute towards the acceptance of GR.

This viewpoint paper is based on an extensive literature review to identify the “gaps” which contributed to low acceptance of GR. This paper presents a systematic discussion on the importance of GR in tackling VAD and discusses controversies around GR and a scientific approach to tackle them.

The literature review clearly indicates that there is a huge gap in information substantiating the potential of GR for consumers as well as for the farming community. Addressing these issues can substantially increase the acceptance and cultivation of GR. This viewpoint paper proposes food technologists’ and social scientists’ research agenda for GR and further indicates how the involvement of other research disciplines can improve the acceptance of GR.

The literature review indicates the potential of GR in tackling VAD disorders but clearly lacks information to substantiate these arguments. This paper presents authors’ opinions, urging scientists to take up a multidisciplinary research approach to emancipate GR from the clutches of GM food controversies.

Contemporary business is rather global. Food imports and exports are expanding beyond borders to meet increasing domestic and international food and consumer demands. Genetically modified (GM) food emerged as a potential sustainable solution which aims at meeting consumer demands and to mitigate urgent global food security problem. Because of its nature of existence, GM food is a controversial topic in several countries and has varied acceptance rates by consumers. Both government and consumers are antagonistic towards GM foods in most European countries. In contrast, most Asian consumers are neutral and so do not oppose GM foods. The purpose of this viewpoint paper is to examine the factors determining the difference in acceptance of GM foods between cultures. Such information can facilitate policy implications for governments in global agri-food trade and for producers in segregating markets.

Extensive literature review is done to base the discussions of this viewpoint paper.

This paper presents five factors that describe the difference in acceptance of GM foods between Europeans and Asians: knowledge and trust over the institutions performing research, uncertainty avoidance and health, gender differences, risk perception and material benefits and food for survival.

There is no systematic study that compares factors determining acceptance of GM foods across cultures.

Domestic preparation practices influence the sensory properties and nutritional composition of food products. Information on the variability in actual domestic preparation practices is needed to assess the influence of applied conditions on the sensory and nutritional quality of food. The collection of such information requires a reliable, valid and practical research method. The paper aims to discuss these issues.

Direct in-home observations, observations in a model-kitchen using cameras, and a self-reporting questionnaire were evaluated for reliability and validity, to study domestic food preparation practices by consumers. Broccoli preparation practices by Dutch consumers were checked by these three methods in this research paper.

All three research methods were found to be test-retest, inter-observer, parallel-form reliable; and face, content and concurrent valid. However, the self-reporting questionnaire is the most practical research method that can be administered on a large number of respondents in a short time to capture the wide variations in preparation practices.

Consumers can be assisted on domestic food preparation practices that reach their sensory preferences (e.g. texture, colour) as well as have health benefits on consumption.