This paper examines labelling of Genetically Engineered Foods (GEFs) in the context of: trade issues, the food sovereignty movement, and consumer research. Labelling is explored as a middle ground between food sovereignty and the anti-labelling positions of GEF-producing countries. Surveys around the world concur that the majority of consumers want GEFs labelled. Psychological and neuroscience research implies that when we lack experience with a particular situation even experts view risks high where benefits are low and vice versa. Without direct consumer benefits, consumers will remain skeptical of GEFs and risk communication campaigns will do little to change consumers' feelings.