Throughout the book, Fromartz gives many specifics about the organic food industry. He discusses a complete history of the development of organic strawberries, salad greens, and milk. Meanwhile, a storm brews with the two sides of the organic argument being fully revealed. One group that wants to generate small, independent, sustainable and purely organic produce, and another that wants to expand organic farming in an efficient and less expensive manner. The "organic twinkie" discussion is one of the highlights as Fromartz concludes that there is a place for both groups in our quest for using less chemicals in food. However, he slightly promotes smaller sustainable local farms.