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By now the story of agrobiotechnology is well known. After almost twenty years in the lab and the experimental fields, agro-biotechnology arrived at the market in the mid-1990s and was quickly embraced by farmers in key agricultural producing coun-tries (James). Consumers in Europe, and more recently in other parts of the world, however, have been skeptical and often combative toward the new technology (Gaskel, Bauer, and Durant). This apparent dissonance between technology providers and users, on the one hand, and some consumer quarters on the other hand, has led some to speculate that agrobiotechnology is heading the way of nuclear energy--a promising technology but ultimately one with unfulfilled expectations (Mitsch and Mitchell). Interest-ingly, such gloomy predictions coincided with others that hailed agriculture as the primary beneficiary of the emerging genomics revolution (Abelson). Will …