Here we go again. Yet another technology in its infancy is likely to be introduced into the food supply, while industry remains cautious and consumers divided. The issue over cloned meat is not one of health and safety – the scientific evidence examined by US and EU regulators indicates a cloned cow is no different from regular meat. Instead the issue the industry must now face is whether it wants to test consumers" acceptance of such a new technology, given the current concerns – and controversy -- over the use of genetically modified organisms (GMOs).