Being a large company, Simplot may be looked upon as tradition and resistant to  change, but that is not the case. The department in charge of plant sciences is always trying to find new ways to enhance their plants genetics to weed out bad qualities and enhance their good ones. People are usually weary of plants that have been genetically altered, but that is why Simplot is using All-Native DNA Transformation. This means that they do not use any outside DNA from bacteria, viruses, or other sources when altering their plants. Instead they use DNA from within the species or within other plants to enhance the product. "A recent market survey in Mississippi showed that 81% of respondents would eat a vegetable with an extra gene from the same vegetable, whereas only 14% would eat that vegetable if it had an extra gene from a virus. Furthermore, about 70% of Northern European consumers surveyed in a second poll agreed that it is more acceptable to transfer DNA within than across species boundaries"(Rommens 1). Simplot knows this about its customers and works hard to make products that meet these customer demands and encourage safer sustainability.
       This use of plant sciences by Simplot definitely adds to the company's genius. First off, many people would agree that the long term effects of altering a plant's DNA are not yet known. By using DNA from within a plant species to change it, there may be less detrimental of an impact on health in the future, as compared to using DNA from a virus. The second reason this is genius is from a marketing standpoint. Like the survey above points out, people are much more willing to consume plants that have been subjected to All-Native DNA Transformation, versus the ones with outside DNA sources. This will mean a bigger boom in business for Simplot when consumers decide which plant product to purchase.