Local ice cream lovers waited in line for a free scoop of Ben & Jerry’s ice cream on Friday and a chance to meet one of the company’s founders.

Jerry Greenfield, 64, stopped by the scoop shop in the Old Mill District to promote a renamed flavor that draws attention to Oregon ballot Measure 92, which would require most food containing genetically engineered products to be labeled in supermarkets statewide. About 40 people filtered through the shop Friday afternoon.

“It’s about a consumer’s right to know,” Greenfield said. “Consumers should have the ability to be making informed decisions about what they want to buy, what they want to eat and what they want to feed their families.”

Fudge Brownie will now be known as “Food Fight” Fudge Brownie in Oregon’s five scoop shops. The name comes from a battle over labeling GMOs in Vermont. The state’s Legislature passed a bill that requires labeling. It was swiftly challenged by a lawsuit in June.

Greenfield said a legal defense fund in opposition to the lawsuit was set up. Ben & Jerry’s renamed the flavor to draw attention to the issue.

“Oregon is the next place where the issue is really taking hold, so we wanted to come out here and try to use our visibility to get more people to vote,” said Greenfield.

“Those same guys who created this food fight in Vermont are bringing the food fight here,” he said.

Oregon’s ballot measure has been met with millions of dollars of outside money in favor and against the idea. Some of the biggest contributors against GMO labeling are large food companies such as General Mills.

Members of the local GMO Labeling Central Oregon Alliance were on hand Friday passing out fliers and information about the measure.

Jeannine Florance, of Bend, said people already want to know how much sodium and sugar is in their food, so why not label GMOs?

“It doesn’t ban food,” she said. “It just helps people make a thoughtful choice.”

Gretchen Valido, of Tumalo, co-chair of the alliance, said she believes Oregonians are concerned and want to know more about GMO foods. She said more and more people across the county are aware of the issue.

“People want caution until we really can do some long-term very controlled studies,” she said, about the effects of modified crops on the environment and people.

— Reporter: 541-617-7820, tshorack@bendbulletin.com