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Rub Some Dirt On It, Call It 'Organic,' Profit
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A grad student did a little test. She offered 14 mall shoppers samples of food in pairs, one of which was labeled "organic." And no matter what the food -- cookies, chips, whatever -- the testers consistently said the "organic" foods tasted better and were healthier, and they'd even be willing to pay more for them. But the pairs were identical -- all organic, by the way -- and it's clear that at least this small sample bought into the "Organic Equals Healthy" mystique. Do you? (Los Angeles Times)
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