Organic marketing: Not truthful, often misleading
John R. Block
Des Moines Register
As someone who has dedicated his career to agriculture, I’ve often wondered what drives the now double-digit growth in the $35 billion U.S. organic products industry. Why are so many people willing to pay premiums up to 100 percent or more for items that carry an organic label, and do they really understand what that label means and — even more important — what it doesn’t mean?