A wonderful post from Stephen Budiansky on the subject of farmers' markets, organic food and the like.
The language of the huckster pervades this business; to look at most of the websites and literature of local/organic/sustainable sellers you'd think they wouldn't dream of taking your money, so noble is their calling ("We are in the redemption business: healing the land, healing the food, healing the economy, and healing the culture," reads one typical specimen). Old rule of commercial interaction: when someone says it's not about money . . . it's about money.
Do read the whole thing, it's a joy from beginning to end.