A theory is proposed that explains the evolution of a market based on a quality variant as it goes from being a niche to the market norm. Organic commodities are described as such a quality variant and used to focus on the economic and policy issues that arise during a market's evolution. It is...

Sales of organic milk in mainstream supermarkets have grown over the last 8 years, reaching $75.7 million in 1999, as more organic milk processors enter the market and more mainstream supermarkets sell organic products. National-level scanner data for mainstream supermarkets are employed to...