This paper examins the question of revisiting the imposition of existing trade barriers in one case of an evolving marketplace – when a traditional food product is altered to provide, or discovered to have, human health benefits that increases their value to consumers. In other words, the food becomes a functional food. A functional food has the potential provide direct benefits to consumers as well as indirect benefits to society in the form of health care cost savings. If the trade barrier was put in place prior to these direct and indirect benefits of the food becoming apparent, then they would not have been considered when the decision to impose the trade barrier was taken. In these circumstances, policy makers may wish to revisit a decision to impose a trade barrier.