It's a food that consumers are intimately familiar with. When somebody decides to enter the organic market, dairy is frequently ... one of the first products they pick up.

Everybody is jumping on organic. It's a niche market. Only 2 to 3 percent of consumers buy organic.

I don't know who decides that. We don't. The coaches must.

We will play hard for a series and then somebody decides to back down. The coaches yell at us when this happens, but there has to come a time when we as players take care of this ourselves because of the leadership from among ourselves.

[Megan Mullally:] When the stock market dips he blames it on ... but it's, that's just a little thing.

Yet the organic label itself—like every other such label in the supermarket—is really just an imperfect substitute for direct observation of how a food is produced, a concession to the reality that most people in an industrial society haven’t the time or the inclination to follow their food back to the farm, a farm which today is apt to be, on average, fifteen hundred miles away.