It is fruitful to explore the increasing rejection of technological innovations in food by consumers in countries like France in light of concepts of risk perception and food culture. This article deals with the influence of social and cultural norms in the formation of representations associated with genetically modified food (GMO) and related risks. French consumers believe that this technology affects the sociability, taste and the authenticity of food. The article concludes with some recommendations for practitioners seeking to integrate consumer concerns early in the innovation process and to improve the acceptance of new food technologies.