So when's Wal-Mart going to join the rush? This is from an article in the Wall Street Journal:

In a bid to capture a slice of the fast-growing organic-foods market, mainstream supermarket chains are rushing out their own store-brand lines that can cost significantly less than comparable specialty brands often found at health-food and gourmet stores. The pricing could remove a big barrier for many Americans who have wanted to try organic rice, cookies or cans of soup but have been put off by the prices. Though the store brands are less expensive, the chains say they adhere to the same federal standards for what constitutes organic as other brands.

SuperValu Inc., poised to become the nation's second-largest supermarket chain after it acquires Albertson's Inc., this month is introducing a line of 50 organic products called Nature's Best, including cereal, juice, apple sauce and pasta. By the end of June, the company will add 100 more private-label organic products, and plans to offer about 300 by mid-2007.