The conventionally-bred varieties are similar to the "blue" tomatoes that have also been developed at the John Innes Centre in the UK using GMO gene splicing techniques, incorporating genes from snapdragons to increase the anthocyanin levels.[5][6] While both the conventionally-bred and the engineered varieties exhibit altered expression of the same transcription factor of the MYB (transcription factor) class which controls the anthocyanin biosynthesis, the engineered variety additionally produces the pigments in the flesh of the fruit rather than just the skin. This results in almost 100-fold higher concentration of anthocyanins in the engineered fruits compared to the conventional varieties.[7] The inventors of the GMO blue tomato, Jonathan Jones and Cathie Martin of the John Innes Centre, founded a company called Norfolk Plant Sciences[8] to commercialize the blue tomato. They partnered with a company in Canada called New Energy Farms to grow a large crop of blue tomatoes, from which to create juice to test in clinical trials on the way to obtaining regulatory approval