Commercialisation of genetically modified organisms creates new challenges for marketers and developers of this technology. The cost of development is high, and the need to gain a return on investment that reflects this cost is critical to ensure that this technology is brought to New Zealand agriculture. A further challenge is that the regulatory requirements differ from those required for non-transgenic crops. Once introduced into the market, it is important to develop a product stewardship programme to ensure continued trait performance and prevent factors arising that will negate the value of these traits such as pest resistance. Keywords: genetically modified organisms, market analysis, product stewardship, regulatory process, return on investment
