Karina and Pippa take a trip down the grocery aisle to peel back the "organic" label. The organic food industry is booming-but is it all marketing and markup at Whole Foods, or the future of sustainable farming? A tightly regulated industry, or ripe for fraud? Is an apple really just an apple? Along the way, they speak to one of Canada's foremost food trend analysts and sink their teeth into both the assumptions and the facts behind this agricultural movement. Thank you to Dana McCauley of New Venture Creation for the interview, and special thanks to Joel Aitken of Ecocert Canada for his invaluable background on the path to organic certification in Canada. See omnystudio.com/listener for privacy information.