
More than 40 years ago, Mr. Potter bought into a hippie cafe and "whole earth" grocery here that has since morphed into a major organic foods producer and wholesaler, Eden Foods.
But one morning last May, he hopped on his motorcycle and took off across the Plains to challenge what organic food - or as he might have it, so-called organic food - has become since his tie-dye days in the Haight district of San Francisco.
The fact is, organic food has become a wildly lucrative business for Big Food and a premium-price-means-premium-profit section of the grocery store. The industry's image - contented cows grazing on the green hills of family-owned farms - is mostly pure fantasy. Or rather, pure marketing. Big Food, it turns out, has spawned what might be called Big Organic.









Comment: The nutrients that are found to stimulate growth of synapses in the brain and can improve the mental functioning of, or prevent the onset of, Alzheimer's, are daily consumed by people who eat a paleo diet.