A research report commissioned by Health Canada finds consumers have "strong feelings" about being able to identify genetically modified products when they're shopping, and 78 per cent are calling for clear labelling on packages. "There was a prevailing belief among participants that there should be greater transparency to consumers and, once raised, many questioned why government in particular should be resistant to providing consumers with more information that would help them make more informed decisions," read the findings from The Strategic Counsel. Given the choice, 62 per cent would buy a non-GM food over a GM product out of fears of health hazards or impacts on the environment. According to Health Canada's website, all GM foods are "rigorously assessed" for safety. But labelling is now voluntary. Negative views revealed in the research highlight a "difficult challenge" for Health Canada ahead. Anti-GM advocates have successfully filled the "information void," the report reads. In May, Health Canada provoked controversy when it approved the first genetically modified food animal for sale after "rigorous" scientific reviews. A high number of participants opposed GM food in any form, the report said. Only 26 per cent of respondents indicated they would be comfortable eating foods that have been genetically modified, and just 22 per cent support the development and sale of GM foods in Canada.