October 4, 2012  (Los Angeles)— Californians aren’t price sensitive when it comes to genetically modified foods, reveal the latest results of the USC Dornsife/Los Angeles Times Poll. Even when presented with information about how much regulation might cost the cash-strapped state, a majority of voters support a November ballot initiative that would require new labeling for food that contains genetically modified ingredients. If approved by voters, the initiative would become the first of its kind in the United States.

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