As my friend Farmer Jeff used to say, 20 years ago, if someone can make a living farming, even if it involves duping consumers, more power to the farmers.

I have a less charitable view and figure it’s primarily 21st century snake oil.

Ashley Nicole of Produce Retailer reports that 45 per cent of U.S. adults believe organic fruits and vegetables are healthier than conventional produce, according to a Pew Research Center survey.

That share has fallen from two years ago, when 55% of people responded that they viewed organic produce as better for them.

Groups that more heavily favor organic fruits and vegetables include younger people, people who care about the topic of genetic modification of food, and people who buy organic.