Genetically modified organisms (GMOs) and genetically engineered (GE) foods have risen to national attention as people start to take a closer look at the foods they consume. In California, Proposition 37 aims to require labeling of all GE foods, but there are concerns this could cause a major increase in food prices. The Coalition Against the Deceptive Food Labeling Scheme (CADFLS) suggests that a shift in the food supply will add extraneous costs, and Americans may not be willing to pay more for GE-free foods. However, the growing consciousness surrounding GE foods may support mandatory labeling, and so time will tell the fate of Proposition 37 in California.