Technical Abstract: Public perception of transgenic foods has been a key factor in limiting marketplace availability of genetically modified crops. Commercialization to date has been restricted largely to seed crops modified for reduced grower input costs and enhanced yields. As these traits do not directly benefit consumers beyond commodity prices, many in the public have focused on perceived negative aspects of transgenic plants modified using “foreign” DNA. Recently, novel and more consumer-friendly “intragenic” and “cisgenic” approaches to plant transformation have become available. These methods employ the plant’s own genetic elements to enhance crop yield and, more importantly, improve food quality. Their applications will broaden consumer choice in the type of genetically modified food crops beyond those currently available in the marketplace.