Analysis of a European Union funded biotechnology project on plant genomics and marker assisted selection in Solanaceous crops shows that the organization of a dialogue between science and society to accompany technological innovations in plant breeding faces practical challenges. Semi-structured interviews with project participants and a survey among representatives of consumer and other non-governmental organizations show that the professed commitment to dialogue on science and biotechnology is rather shallow and has had limited application for all involved. Ultimately, other priorities tend to prevail because of high workload. The paper recommends including results from previous debates and input from societal groups in the research design phase (prior to communication), to use appropriate media to disseminate information and to make explicit how societal feedback is used in research, in order to facilitate true dialogue between science and society on biotechnology.