They can't go from doing nothing with organic to producing crops overnight. Cissy Bowman, spokeswoman for the Organic Farmers Marketing Association and herself an organic farmer in Clayton, Ind., agrees that producers considering organic farming should proceed cautiously, and identify exactly where they plan to sell their crops and what those markets are buying. In 1995, the founders of the Organic Farmers Marketing Association did a survey of market barriers and found that many potential and new growers quickly became disillusioned when the time came to sell their crops. If growers are well-informed ahead of time, then markets can be good and the 'conversion' to organic works. As in any other form of agriculture, the new organic growers must have a local infrastructure in place or they will likely revert back to conventional methods and markets.
Roller agrees that there can be pitfalls.
People who are interested in getting the right prices need to grow the right kind of beans. It's really the end-user who is determining what the producers plant.