Grocers and lifestyles

With the continuing growth of Whole Foods and major players like Safeway and even Wal-Mart entering the organic and natural food business, issues like “corporatization” (as Littlefield puts it) are in fact a growing concern.

“There are more and more farms being certified organic, and that’s a good thing, but it’s kind of a double-edged sword,” Sharp says. It means that “bigger players want to get into it.”

The fear is that the organic produce business will follow the pattern of agriculture as a whole, with small family farms falling by the wayside as agribusiness juggernauts dominate the marketplace. Another concern is the dilution of organic standards as powerful players with influence on public policy enter the natural food field.

Littlefield is well aware of the potential downsides, but remains optimistic about what he sees as a “shifting paradigm,” where words like “natural” and phrases like “organic free range” have become part of the public lexicon.

He’s glad that more people are adopting a lifestyle choice he made years ago. “We always wished that everybody would eat this way,” Littlefield says. “It may create some problems, but for my part I’m happy to see it.”

When is Whole Foods coming to Humboldt?


Differentiation and Coca-Cola

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