Zespri are keeping Kiwi fruit 'GE free' and say that new DNA research will be used ethically to enhance traditional breeding without genetically engineering New Zealand's iconic fruit. Bryan Parkes, Innovation Leader for New Products at ZESPRI says the industry has a significant program in new variety development using natural breeding, not genetic engineering. "No GM technology is used. The use of gene markers does not involve any genetic modification and only makes the screening of the seedlings produced by pollination and germination more efficient," he says. "Industry support for GE-free agriculture is vital and fits with New Zealand's clean, green , natural image that is vital to the economy," says Jon Carapiet from GE-free NZ in food and environment.