RALPHS TOUTS ALTERED TOMATOES

COMPTON, Calif. -- Ralphs Grocery Co. here has begun to feature the genetically engineered MacGregor's tomatoes in its advertising.

y altered tomatoes are supposed to possess.

The ad's headline read, "Summertime Taste . . . Year Round!" The body copy went on to explain that "This is the famous new tomato that uses the latest knowledge in farming techniques to produce a great and flavorful tomato.

"Here's how -- through the use of genetically modified seeds, the process that causes over-ripening of the most flavorful varieties of tomatoes has been slowed.

"These tomatoes can therefore be ripened on the vine much longer, produce a juicier and more flavorful tomato," the ad explained. MacGregor's tomatoes are grown from seeds with the Flavr Savr gene, patented by Calgene, Davis, Calif.

Officials at Ralphs did not return phone calls seeking comment about the ad or consumer reaction.