JAVA_HOME for Eclipse plugin to gen code?

In the Soap UI Eclipse Plugin, I am trying to generate code. I get an error saying that I must set JAVA_HOME. There is no straight forward way to do this. Help?
I'm using Mac OS Snow Leopard, and already have a JAVA_HOME setup in my ~/.bash_profile. I would have hoped that SoapUI would default to the Java location that is running it.