I'm kind of curious to see how this turns out. It's seemed to me that organic foodies buy organic food in large part because it's not part of "big food." Like, it seems to me, and I'm perfectly willing to be convinced otherwise, that even if, say, Kraft made organic Mac & Cheese people would still buy the Annie's brand instead. In that organic food also (at least to this point) costs more, it has seemed to me to also be a signifier of class, a form of conspicuous consumption.

I should add that of course not everyone who buys organic food is stricly motivated by anti-big-business sentiments and notions of class. I mean, some people actually enjoy tofu. Crazy, I know. And some people just don't like food treated with hormones or pesticides. Fine. But it should be interesting to see 1) who buys the organic food at Wal-Mart, and 2) if those who traditionally bought their organic food at places like Whole Foods make the switch to Wal-Mart.

And what if it's successful? Will organic food become the next (or part of) "Big Food?" Will people still buy it then? I mean, it's far from certain whether it's actually healthier for you, so I have to be at least a little curious at to the motivation here.

In any case, I have to say that I'm in favor of the plans for organic breakfast cereal. Because the current organic cereals have the creepiest-assed boxes around. Those cheerful multiculturpals beaming creepily at me from somewhere beyond the land of Bush... names like "Good Friends." How does that describe the cereal at all? It doesn't. Unless it's made of people. I don't know. It just gets at me in a way that an anthropomorphic rooster just can't.

Yes, today is a multi-coffee morning. bbbbbbuuuuuuuzzzzzzzzzzzzzzzzzzzzzzz