Despite millions of dollars spent by big ag companies like Monsanto and Dow – that would prefer to keep consumers in blissful ignorance – California’s Proposition 37 is leading in the latest poll. The measure would mandate all genetically modified (GMO) foods carry an identifying label.

Big ag has argued for years that it’s unfair to require labeling of GMO foods because consumers won’t buy them if they have the information. Oddly enough, consumers feel differently – in the two months that the California Business Roundtable has been polling the race, pro-labeling voters have never fallen below 60 percent, while fingers-in-their-ears-can’t-hear-you don’t-tell-me-what-I’m-eating voters have never risen above 30 percent.

The only bright sign for industry: The new poll does show the highest level of support so far for the no side: a whopping 26.3 percent (up from 23.4 percent on August 30).

But with just 7 percent left undecided, it looks like even a late tsunami of pro-business campaign ads won’t be enough to save them.

Turns out most people just like to know what kind of crap you’re trying to feed them.