Consumer resistance is a key barrier to the diffusion of genetically modified foods (GMFs). Several studies have shown that consumers in general have a negative attitude toward GMFs. Through analysis of a survey conducted in Israel, we find consumer attitudes toward GMFs to be context specific, differing based on the available alternatives. Consumers responded positively to genetically modified meats when given the alternative choice of meats produced with hormones or dyes. We also address the importance of gender, education, and being religious on the consumer's attitude toward GMFs. Both education and being religious have significant effects on attitude, while gender does not.