My experience is that just giving the developers a toolbox and hoping for the best doesn't actually work all that well. Security is an aspect of code quality. Security issues are bugs. Like all bugs, even developers that know better will end up writing them anyway. The only way to solve that is to have a process in place to catch the bugs.
Think about what sort of security process you need. Automated testing only? Code review? Manual black-box testing? Design document review? How will you classify security issues in your bug tracking system? How will you determine priority to fix security bugs? What sort of guarantees will you be able to give to customers?
Something that may help you get started is the OWASP ASVS verification standard, which helps you verify that your security verification process actually works: http://code.google.com/p/owasp-asvs/wiki/ASVS