Apples genetically engineered not to turn brown when sliced or bruised. And new, unnatural proteins are being created in the process. Action Alert!

The “Arctic Apple,” engineered by the British Columbia-based Okanagan Specialty Fruits, thinks the non-browning apples could improve industry sales the way “baby carrots” did for carrot sales. Of course, as most people now realize, “baby carrots” are not young, tender carrots at all, but are simply specially shaped slices of peeled carrots, invented as a use for carrots that are too twisted or knobbly for sale as full-size carrots.

In other words, the GMO apples are designed to fool the public into thinking they’re something they’re not.

“Is it a rotten apple that looks fresh?” said Lucy Sharratt, coordinator of the Canadian Biotechnology Action Network, a coalition fighting GMOs. The fruit company had submitted an application to the Canadian Food Inspection Agency, but chose not to make any raw data available to the public during the comment period, supplying only two pages of bullet points talking about the data. The Canadian comment period closed on July 3.