The author examines the organic industry's "image problem", or the preconceived notions that many people have about organic food: too expensive, too upper class, too overwhelming to understand. He mentions an interview with the president of the UK soil association who thinks the word "sustainable" is a better substitute.
What do you think? What is the first thing you think of when you hear the word organic? Is it your health, the health of the soil, of the earth? Or do you see images of expensive price tags, of giant Whole Food's style corporations, of a passing trend? Read this article and see how it makes you feel.
By the way, if you haven't already, read my post on CSA. Eating organic produce does not always require walking into a store. You can walk right on to the very dirt that nourished your food, and bring home a weeks worth of produce (and sometimes bread or eggs) for around $20 a week. That doesn't sound too elitist does it?