The promise of agricultural biotechnology has become reality. Foods produced through biotechnology will become increasingly common in the food production and distribution system. Consumer reaction to these foods will be an important factor in determining the ultimate success of the biotechnology enterprise. This paper reviews trends in U.S. consumers' awareness and acceptance of biotechnology. Results of several national surveys show that biotechnology has not been an issue for the vast majority of consumers. Most have a positive attitude about biotechnology. This paper also presents some implications for future research and educational programs.