However, because fruit crops are not staple foods, there is more scope for marketing novel GM varieties, developed with novel technologies, that enhance the consumer experience (e.g., with increased levels of antioxidants, better flavor, or sweetness) in addition to improvements such as pest and disease resistance. When biotechnology is used to target the luxury product market, it has gained consumer acceptance. Examples include the blue pigmented roses developed jointly in Japan and Australia using a transgene for the expression of the blue pigment delphinidin.