From the now-popular recyclable fabric grocery bags to the White House organic garden, food and the food industry are changing. The popularity of organic and whole foods is on the rise. Processed foods increasingly advertise that they are free of additives and preservatives, and all manner of products now offer a “gluten-free” variety. The popularity of what is now called the sustainable food movement leads many to wonder why some people are willing to pay more, sometimes double, for organic produce, meat, eggs and milk. Will this turn out to be just another trendy American fad, or are there real health benefits to eating organic, whole foods? Although the organic market only represents about 3% of the total food market, some believe it is an industry we should support more (Kluger 31). The ideal in America today seems to be organic. All daytime talk shows, like The Doctors and Doctor OZ, preach the same message, shop the perimeter of the store, avoid processed foods, and eat more fresh fruits and vegetables. Part of this movement appears to be aimed at supporting farmers markets, rather than larger corporate chains. A recent study conducted by the American Journal of Clinical Nutrition found that there is little nutritional difference between organic produce and those produced by conventional means (Kluger 31). While many consumers draw a clear line between the two, at least nutritionally, science doesn't draw the same distinction. However, advocates of the sustainable food movement say nutritional content is not their primary concern. The issue of feeding the world's poor no longer takes center stage in American culture. Today, ... middle of paper ... The hormone is also believed to play a role in the onset of puberty. Currently, it is against the law for dairy producers to label their products as “rBGH-free,” due to the potential negative impact on milk sales. This sustainable food movement, like many interesting topics, is complicated. Like most issues worth discussing, it has many intelligent people, with many compelling arguments on both sides of the fence. Ultimately, consumers, voting with their credit cards, will most likely dictate the directions of the food industry. Americans care about animal rights, the environment, and their health. They also worry about world hunger, convenience, availability, and perhaps most of all, cost. An extreme in any direction would likely prove harmful. It is hoped that the market and consumers will be able to find a "healthy" balance.