While this may indeed provide greater competition for small organics companies, which typically trade in the high slotting fees of larger supermarkets for the established consumer base of natural foods stores, many seem to instead view it as an important opportunity for sustainable agriculture to reach a more conventional audience, increasing awareness. Conventional farming, on the other hand, is heavily subsidized, and carries hidden costs from the added burden of pesticide regulation, soil erosion, water contamination and increased health care. But because organic crops reflect more accurately the true price of production, they also often carry a premium, which can then be passed on to the consumer at a few more cents per box. Most companies try to balance the additional cost at not more than 10 to 20 percent over mainstream prices, and find consumers willing to pay more for products that support a sustainable future. Those rules, says Patty Conway of Oregon Tilth, which certifies finished cereals like General Mill's Sunrise and Country Choice Naturals, apply to everyone from the farmers who grow the grain and the factory where the grain is milled, to the plant where it's packaged and the company that markets it.
All players have to be certified.
Thus the box you pick up at the store reflects a long chain of annual inspections, examining not only agricultural practices, but cleaning, storing and labeling procedures on down the line. They're scrupulous in making sure we follow the rules. Finally, the cereal itself can't be dubbed organic unless 95 percent or more of the ingredients have been organically derived. If it was, we'd all live on pills. Sitting down and having this cereal is like your mom cooking for you.