The company’s announcement marks a shift from its former policy. Campbell, in fact, was previously targeted by a boycott after brands under its umbrella donated large sums of money to defeat GMO labeling initiatives in different states.

Campaigners say that the nationwide, grassroots push for GMO labeling played a critical role in pressing Campbell to shift its policy. And indeed, polling consistently shows overwhelming support for transparency measures.

According to a poll released in June 2015 by ABC News, 92 percent of people in the U.S. believe that the “federal government should require labels on food saying whether it’s been genetically modified, or ‘bio-engineered’ (this poll used both phrases).”

“Such near-unanimity in public opinion is rare,” noted ABC reporter Gary Langer.

What’s more, the company’s announcement comes ahead of a GMO labeling fight in Congress later this month.

Gary Ruskin of the watchdog group U.S. Right to Know told Common Dreams that the soup company’s recent announcement comes at “a time when we’re winning.”

“This is a crack in the wall, the first major food company that has broken with the industry opposition to GMO labeling,” Ruskin added. “It’s going to make every other major food company look stupid and put pressure on them to follow suit. Knowing what’s in our food is a basic right.”

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