A radical reform of the agri-food biotech regulation in the EU is considered in many quarters as a pressing necessity. Indeed, two important decisions on the legal status of the so-called New Breeding Techniques are expected shortly. In order to clarify some basic aspects of the complex scenario, after a brief introduction regarding the “GMO” fallacy, we offer our point of view on the following facets: A faulty approach is frequent in the discussion of the agri-food regulation; NBTs, genome editing (...) may lead to the disappearance of the “GMO” meme; Beyond health and safety issues: socio-economic considerations; Sustainability: the comprehensive, meaningful starting point of a positive reform; The theoretical and legal basis for the reform are already contained in the EU’s general guidelines to legislation. (shrink)