B. ZechendorfDirectorate-General Science, Research & Development European Commission Agricultural experts expect “massive changes in agribusiness” when biotechnological methods and products finally penetrate the market place, as Professor Burke reminded us recently in London (Consumer acceptance, 1998). He also mentioned concern about the…

Henry I. MillerStanford University People are afraid of technology, no question about it. Some apprehension about new gadgets or products is just fear of the unknown that can easily be overcome with a little experience. But the “emotional dimension” of concerns about…

Caron ChessRutgers University This article, based on a presentation at the National Agricultural Council’s meeting (Chess, 1995), nudges the agbiotech field to look at its communication practices by examining (1) the assumption that education will increase acceptance of genetically engineered food, and…