A recent New York Times Magazine article by Michael Pollan highlights the potential momentum for a new “food movement” in America if California voters decide to enforce the labeling of genetically modified organisms (GMO) foods by passing Proposition 37, the Genetically Engineered Foods Right to Know Act next month. Proposition 37 proposes to label all GMO foods, including processed foods that contain GMO ingredients, and to prevent GMO foods from being labeled or advertised as “natural.” Agriculture industry giants opposed to Prop 37 are pouring money into California to defeat the ballot measure. According to the California watchdog group, Maplight, agribusiness giants have already sunk $35.6 million into defeating the prop with agrochemical titans Monsanto and DuPont emerging as the top two proponents with contributions totalling $7.1 million and $4.9 million, respectively. The bulk of that money has gone to the committee, No on 37: Coalition Against the Deceptive Food Labeling Scheme, Sponsored by Farmers and Food Producers. Other agrochemical and agroscience institutions like BASF Plant Science, Syngenta Co., Bayer Cropscience and Dow Agrosciences LLC have each contributed $2 million to the cause. Meanwhile, advocacy and industry groups in support of Prop 37 have only managed to raise $7.7 million in support.