Marketing is one of the tools used for achieving the goals of an individual company with the purpose of positioning a specific product. When the product in question carries certain controversies, like GM products, it is difficult to carry out promotional activities that will contribute to the welfare of such products. The starting point of this thesis was understanding GMOs while setting apart the GM food segment. The impact of GM food on consumers and their surroundings was described, as well as the legal framework applicable to that sector. The topic of marketing GM food was explained through examples, with the observed trend of the reverse marketing of the "Non-GMO" or "GMO-free" concept. With the help of the mentioned research, the objective was to define the consumer's perception of this type of product. The found research was utilized as a starting point for creating a survey used as the independent research of this thesis. The aim was to reach a sample within the local community, examine their attitudes, and look into their knowledge about genetically modified products.