At the same time that organic food and agriculture has emerged as the most highly visible alternative to industrialised systems of food provision, it remains an industry based on numerous untested articles of faith. This book sets out to examine what really is going on in the organic sector socially and politically. In the process, it debunks a number of apparently common-sense beliefs—that organic consumers are wealthy environmental and health extremists; that growth in the industry will inevitably undermine its environmental values; that mainstream media is antagonistic to organics; and that the industry is driven by consumer demand. Nevertheless, the industry does face significant challenges in coming to terms with rapid growth, the entry of big business, and the standardisation of farming and food quality regulations. This book seeks to make a practical contribution to the development of more sustainable food systems by articulating what it takes to get people involved in organics at each stage of the food chain.