ABSTRACT
This chapter will illustrate that the main marketing tool of the organic food industry is unfounded fear. There are five misconceptions regarding organic foods which many consumers embrace. This chapter addresses the validity of those claims, which lead consumers to believe they must spend roughly 40% more for their food. These misconceptions are that organic foods are healthier, safer, taste better, are better for the environment, as well as illustrating that often what the consumer may believe is organic is not.
