Possible approaches for labelling genetically modified foods in the USA were explored. Focus group research was conducted in three cities: Orono, Maine; Columbus, Ohio; and Phoenix, Arizona. Using props illustrating different displays of information, discussion centred on whether any of the information is confusing or hard to understand, whether the information is important, and whether the display contains enough information. Given the consistency in several findings across participants, the following recommendations are made: simple genetically modified food logos should not be used by themselves; labels should present the information that is most important to consumers; labels that state that a food 'may contain genetically modified ingredients' should not be allowed; labels should include contact information; labels should achieve a balance between simplicity and detail; labels should present the information in a standardized format; labelling should be performed or regulated by one familiar governmental or independent organization; that a public education programme is needed to inform consumers about the certifying organizations and their certification processes if one familiar organization is not used; and that a public education programme is needed to inform consumers about the risks and benefits of genetically modified foods.