Is anyone else out there confused about all the marketing hype and consumer frenzy around "organic" products?
Many people have asked me to make "organic" shortbread and honestly, I don't really understand what that means, except that I think people are asking me to invent a healthier version of our shortbread. Alas, shortbread is not a healthy food.
As a wordsmith, I want to be accurate. As a marketer, I want understand the language of my customers. I've been confused about organic for a long time and I'm relieved to see that great minds are struggling with the same questions I have.
Here's a great article from the NYTimes science blog about the confusion over what organic means in marketingspeak versus what it means in the scientific terms.
I'm so confused I feel like eating a Twinkie.