When we certify organic, we are certifying not just a product, but the farming and handling practices that yield that product,

So organic farming practices are something that, to me, are interlinked with the idea of using biodiesel.

Organic farming appealed to me because it involved searching for and discovering nature's pathways, as opposed to the formulaic approach of chemical farming. The appeal of organic farming is boundless; this mountain has no top, this river has no end.

None of that makes any difference if there's not a story to put on those things. They're just empty screens.

Not to suggest that movies are like pork chops. But those campaigns were done because the market sales and volumes of individual consumer brands were falling, and this reversed the trend.

When a deal is this large the yield tends to be muted.