Sorry to jump in.
There have been, actually, some good efforts. There's a science media centre that now exists in Ottawa. Preston Manning has his organization in the west. We in the research community have made greater efforts to communicate. I've participated in a science cafe on biotechnology.
It's about encouraging people to actually intervene. Reading a label gives you very little information. If you don't actually understand the technology, they don't mean anything. You might be overly willing to buy the product or not willing to buy the product, without really being educated about it.
Biotechnology is not scary. It's not all that complicated. It just needs to be explained. The research community is probably your best resource.