When the Arctic Apple hits select store shelves this month as one of the first products genetically modified for consumers’ benefit, it will serve as a line in the sand for the tug of war between the non-GMO movement and the future of food innovation. Okanagan Specialty Fruits, which developed the non-browning apple, will test consumers’ willingness to purchase produce that has been genetically modified specifically for their benefit – rather than for farmers as a pesticide and herbicide resistant plant – in 10 stores in the Midwest beginning this month.