1 growth of organic agriculture in california karen klonsky agricultural & resource economics university davis 2 555 billion us food market 2003 8 98 non source nutrition business journal 3 5 2002 54 natural health channel 40 mass 6 farmers markets direct sales 4 share by 0 20 60 80 100 1991 1995 2000 conventional retailers products foods merchandiser category fruit vegetables 47 breads grains 13 meat poultry beverages 11 snack packaged prepared condiments dairy 12 top five categories 918 862 038 497 597 500 000 fresh fruits nondairy mil lio n d o llar s 7 and 76 2002les dried