Wal-Mart to wreck Organic Food

Some key quotes:

"Consumers that gravitate to organic products don't always think of Wal-Mart as a top-of-mind destination to pick up those products."

"Organic agriculture is just another method of agriculture — not better, not worse," he said. "This is like any other merchandising scheme we have, which is providing customers what they want. For those customers looking for an organic alternative in things like Rice Krispies, we now have an alternative for them."

"We have no intent to send a message that the standard Rice Krispies are somehow not great brands,"

Mr. Hartman, the Seattle consultant, said organic now means different things to different people. "It's a multifaceted symbol representing everything from quality to health to ideology, and everything in between," he said. "It's something that lets people feel even better about their choices."