As part of an effort to change the debate over GMOs, Agenda implemented a program for DuPont/Pioneer designed to enhance consumer transparency of GMOs and products containing GMO. Agenda developed a conceptual pilot program called Foodwise, which sought to leverage existing GS1 barcoding on products and embed the complete contents of every food product of participating manufactures into that barcode. The idea was to discredit many of the campaigns and messaging promoted by GMO opponents that suggest that food producers are “hiding” the contents of their products. Foodwise would have a mobile app that consumers could use to scan their products and participating retailers such as Wal-Mart would include their existing in-store scanning devices as part of the program. Foodwise was received very well by the industry and is still in development.