Investors are pouring millions of dollars into the natural organic food industry, now a $2 billion business in the United States. Organic foods are catching on so well that the agriculture department is considering setting standards for them.13

A number of points are being considered, including just how "natural" a farming technique needs to be. People vary quite a bit on their reasons for selecting organic foods: some are more concerned about the environmental impacts of farming techniques, while others emphasize wholesomeness and nutritional content of the food itself.

13. Associated Press, August 10, 1996.