Labeling of genetically modified (GM) foods has increasingly become a topic at the consumer and policymaker level. Using an online survey that included a conjoint analysis experiment, consumer preference for GM labeling on both fresh tomatoes and tomato plants was evaluated. Retailer (farmers market, grocery stores, mass merchandisers) sales and quantity sold were simulated to examine the impact of introducing GM labeling as well as certified GM labeling. Results indicate that retailers can increase revenues via price increases associated with the introduction of GM labeling