As organic agriculture evolves from a movement to an industry, the organic label is increasingly disconnected from the founding spirit of organic, which is now more associated with the broader term sustainable agriculture. Increased competition due to the "commodification" of organic agriculture poses challenges to sustainable organic farmers in the Northeast U.S. This paper discusses the options for creating and maintaining niche markets by providing information on "process" attributes to consumers who wish to support a more sustainable food system, including labeling alternatives and the role of government. It concludes with a discussion of the prospects for this movement and research needs for the future.


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