At the Biotech Literacy Project Boot Camp, held a week ago at the U.C. Davis World Food Center, I was on a journalism roundtable with Brooke Borel, Keith Kloor and Razib Khan, moderated by Professor Kevin Folta, and I was asked about the most important thing for scientists to keep in mind regarding increasing science acceptance.It's always difficult to pick just one but given the nature of the assault on food science, 'don't engage in deficit thinking' was my response. Basically, don't assume the other person simply lacks the proper facts or that if things are framed properly it would change their minds. It probably will not, at least for the most vocal critics.