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After reading the chapter "Big Organic" I was very suprised to learn that organic food isn't really all that organic. Yes, I understand that the way "organic" food is grown/treated differs from the way "industrial" food is grown/treated, but the flowery images of a wonderful farm life and fresh production seem in my opinion to be over done and essentially false advertising. Whole Food's puts so much effort into trying to convince their customers of their "organicness" when in reality its differences from industrial produced food aren't that great.

This whole time I thought the purpose of places like Whole Foods was to provide somewhat of a safe haven away from the industrialization of food production,but now I see otherwise. As Peter would ask, "How can you trust what Pollan says?", "What gives him the authority to make such claims?". In response I would have to point out the fact that not only did Pollan make the claim, he researched it; going to organic farms and relaying back to the reader the things he whitnessed. Overall I think the facts and examples he supplies as result of his findings alone poke a big hole in the framework of the organic food indutry. I understand that places like Whole Foods need to make profit just like any other big chain (or small chain for that matter), but I disagree with the way it goes about doing so.