Ioannis Kareklas & Darrel D. Muehling 
Deciphering Organic Foods 
A Comprehensive Guide to Organic Food Production, Consumption, and Promotion

This book discusses a variety of topics related to organic food production, consumption, and promotion. Written by experts in each of these fields, this book will interest consumers, academicians, marketing practitioners, as well as policy makers. Myths about organic foods are dispelled, and the code is cracked regarding the plethora of existing labels that have led to so much market confusion in recent years. New research findings regarding the environmental benefits (as related to sustainability) of organic food production, as well as the many nutritional and other personal health benefits of organic food consumption are discussed. The issues that lead to the price premium of organic foods, relative to conventional foods, are presented, and suggestions are provided regarding the types of foods that are worth paying the organic price premium. Marketers and advertisers of organic foods will find the overview of successful advertising tactics comprehensive and informative. Similarly, pet owners considering the switch to organic pet food will enjoy reading about this emerging market and will receive vital information to help them in their decision making.