They are the only gene-altered fruit on the market today in Japan, a country with strict laws regarding genetically-modified organisms. [...] U.S. Department of Agriculture scientist Dennis Gonsalves, who helped develop the new fruit variety, may be its best salesman. [...]

Gonsalves calls it the ”Super Bowl” of marketing challenges: getting a population that’s still widely skeptical of genetic-engineering technology to enjoy a beautiful, delicious papaya with a GMO label on it.