A few years ago, at a conference on organic agriculture in California, a corporate organic grower suggested to a small farmer struggling to survive in the competitive world of industrial organic that "you should really try to develop a niche to distinguish yourself in the market." Holding his fury in check, the small farmer replied as levelly as he could manage: "I believe I developed that niche twenty years ago. It's called 'organic.' And now you, sir, are sitting on it.
( Michael Pollan )
[ The Omnivore's Dilemma: A ]
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