Delivering the week’s top organic food news
6.17.2026
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The Soil Question Organic Still Hasn't Answered

(Does this look like the kind of organic farm we want feeding future generations? Photo courtesy of the Real Organic Project.)


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Aside from being a violation of Section 6513(b)(1) of the Organic Foods Production Act of 1990, the case against hydroponics in organic has always rested on a simple principle: organic is rooted in soil.

New research adds to a growing body of evidence that soil health matters far beyond the farm. Scientists increasingly recognize that healthy soils help supply nutrients that ultimately end up in our food, linking soil stewardship not only to agricultural productivity but also to human well-being.

That should matter to an industry that believes it makes the world better.

Avoiding synthetic pesticides and GMOs is a genuine public good — but it was never the whole point. The promise of organic is that healthy soil is the foundation of healthier food and healthier people.

Which makes the acceptance of hydroponics so hard to square.

Even as “regenerative” dominates the conversation — anchoring marketing campaigns, conference agendas and climate strategies on the premise that healthy soil underpins a thriving planet — soilless produce is rapidly expanding across the produce aisle: berries, tomatoes, greens, peppers and cucumbers. Grown in water, yet still carrying the USDA organic seal.

While much of the industry has remained silent on this issue, some of organic’s most committed advocates for soil health have been sounding the alarm for years.

Opposition to hydroponics is the issue that gave rise to the Real Organic Project, and it is the group’s defining issue. Both the Real Organic Project and Regenerative Organic Certified® ban hydroponics in their add-on label certification.

The USDA’s National Organic Standards Board nearly did, too. In 2017, a proposal to bar hydroponics from organic certification failed by a single vote, seven to eight. The board has not revisited the question since.

IMPLICATIONS OF REMAINING IN THE DARK

Even as organic produce continues to grow at 5x the rate of the conventional produce market, most people remain unaware of what is truly happening behind the scenes.

* Soil-based organic farmers must compete on an unlevel field against massive hydroponic operations, a dynamic that many farmers believe is pushing soil-based growers out of the marketplace.

* Consumers are losing choice at the supermarket as soil-grown organic berries, tomatoes and cucumbers are growing harder to find by the day.

* And the unwitting shopper, reaching for organic because they trust it is better for their family, is not getting food grown in the living soil that many believe is central to the organic promise.

Even worse, the longer the silence holds, the more entrenched large hydroponic operators become — and the further organic drifts from its purpose.

Most of us in this industry have children and grandchildren, nieces and nephews, who will be eating this food for decades to come.

The question is what kind of organic we want nourishing their bodies and minds — because the longer this issue goes unaddressed, the marketplace drifts further from the soil that gave organic its meaning.

With gratitude,

Max Goldberg, Founder

This Week's Quick Hits

Quick Hits

* This week, I launched my new online course Evolving Beyond Relapse™ – Ending the Fight Forever: Your 7-Day Catalyst


* Nature’s Path is now accepting applications for its 16th annual Gardens for Good grant program, with $45,000 in funding for organic community gardens and urban agriculture initiatives.


* People magazine named Suja’s Watermelon Love its Best Fruit Juice.


* Last month, SIMPLi hosted the Whole Foods Market Culture Champions team in Peru.


* Jovial’s ancient organic olive farm in Italy.


* Vanilla Bean Project was named a World Changing Ideas honoree by Fast Company for decarbonizing the global vanilla supply chain through its wind-powered shipping. We profiled the company last year.


* Once Upon a Farm has released its 2025 Impact Report.


* La Grama celebrated 20 years of shipping organic ginger from Peru.


* The Real Organic Project-certified frozen blueberries from King Grove Organic Farm sold out in four minutes.


* Rodale Institute and Ancient Nutrition announced a continued partnership to accelerate the transition of U.S. farmers to organic and regenerative organic practices.


* Shareholders push Target to address toxic pesticides at the company’s annual meeting.


* This Chicago teen will be selling her organic dog treats at the Obama Presidential Center gift shop.


New Organic Products

New Organic Products

Heirloom Coffee Roasters announced the national launch of Clean Craft™, a first-of-its-kind coffee platform built around transparency, regenerative agriculture, and rigorous purity standards. Regenerative Organic Certified

Clean Craft™ from Heirloom Coffee Roasters

Heirloom Coffee Roasters has announced Clean Craft™, a coffee platform built around transparency, regenerative agriculture and rigorous purity standards. Every coffee is sourced from 100% Regenerative Organic Certified® farms and undergoes third-party lab testing for pesticides, glyphosate, mycotoxins and heavy metals, with lot-specific results accessible through a QR code on each bag. USDA certified organic and available nationwide at retailers such as Target, Sprouts Farmers Market, Erewhon and The Fresh Market.
Vermont Way Foods – a collaborative brand owned by four food hubs – introduced an organic farmer cheese, the first product to carry the Milk With Dignity logo from farmworker-led nonprofit Migrant Justice, signaling milk sourced from farms that meet the program's standards for wages, housing and safety.

"Milk with Dignity" Farmer Cheese from Vermont Way Foods

Vermont Way Foods – a collaborative brand owned by four food hubs – introduced a farmer cheese. It is the first product to carry the "Milk with Dignity" logo from farmworker-led nonprofit Migrant Justice, signaling milk sourced from farms that meet the program's standards for wages, housing and safety. USDA certified organic and sold at retailers in Vermont, the soft, meltable cheese has a mild, delicately herby profile with a little tang.
Regenerative Organic Certified® Moringa Powder and Capsules from True Moringa

Regenerative Organic Certified® Moringa Powder and Capsules from True Moringa

True Moringa has debuted the first Regenerative Organic Certified® African moringa in both capsule and powder forms, produced by a farmer workforce that is 90% women. Moringa leaf provides more iron than spinach and more calcium than milk, supporting gut health, immune function and sustained caffeine-free energy. USDA certified organic and available at Whole Foods Market and retailers nationwide, and on Amazon.
Tom Brady and Gopuff Launch Good Nut Organic Coconut Water

Good Nut Coconut Water from Gopuff and Tom Brady

Delivery service Gopuff and NFL legend Tom Brady are partnering on a line of coconut water called Good Nut. Sourced from Vietnamese coconuts and containing no added sugars, it comes in three flavors – original, chocolate and sparkling – in 11.8 oz cans. USDA certified organic and available exclusively on the platform.
This Week's News Items

Weekly News Summaries

First Course
Corporate Europe Observatory

Europe Deregulates Gene-Edited Foods: A Betrayal of Farmers, Consumers and Science Itself

The right-wing majority in the European Parliament today has voted to scrap existing safety and transparency rules for new GMO 2.0 foods.

Supermarket News

NielsenIQ: 83% of U.S. Households are Buying Organic Produce

By Richard Mitchell

According to the Chicago-based consumer intelligence firm, organic accounts for approximately 12% of overall produce dollar sales.

NBC News

Nara Organics recalls Infant Formula after 3 Babies are Diagnosed with Botulism

By Francie Ebert

The infants were treated after consuming Nara Organics Whole Milk Organic Infant Formula, federal health officials said.

Food Navigator

FDA Nears Definition for Ultra-Processed Food

By Elizabeth Crawford

A forthcoming federal definition for ultra-processed foods could influence front-of-pack nutrition labeling requirements, product reformulation efforts and compliance timelines across the food industry.  

Second Course
The Guardian

Whey Protein Shortage Looms as Use of Weight Loss Drugs Fuels Global Demand

By Sarah Marsh

Just as we reported from Expo West 2026, there is a massive shortage of whey protein, with prices rising 5x.

Farmtario

Canada’s Organic Sales up 24% on Demand, Expanded Reporting

By Geralyn Wichers

The value of the Canadian organic market has grown by 24% since 2023, according to the latest industry data.

Food Dive

Bill in Congress targets PFAS, Phthalates, BPA in Food Packaging

By Maria Rachal

The No Toxics in Food Packaging Act seeks to ban certain chemicals from food packaging and food processing materials.

Third Course
Center for Food Safety

Center for Food Safety Sues to Protect Imperiled Butterfly from Pesticides

The Center for Food Safety filed a lawsuit against the U.S. Fish and Wildlife Service for violating the Endangered Species Act (ESA) because the agency has unlawfully delayed in determining whether to protect the imperiled Iowa skipper butterfly from imminent risk of extinction under the ESA.

Food Navigator

UNFI says Natural and Organic Grocers Gaining Ground on National Chains

By Timothy Inklebarger

Natural and organic grocery retailers have tripled their share of the $1 trillion U.S. grocery market over the last two decades, while differentiated regional and independent chains have doubled their position, says UNFI.

Food Dive

More Consumers Checking Nutrition Labels for Protein

By Sarah Zimmerman

According to a new report from the International Food Information Council, 45% of consumers are looking at calories, 44% are watching out for total sugars, and 42% of shoppers are looking out for protein content.


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This Week's Quick Hits

Quick Hits

* This week, I launched my new online course Evolving Beyond Relapse™ – Ending the Fight Forever: Your 7-Day Catalyst


* Nature’s Path is now accepting applications for its 16th annual Gardens for Good grant program, with $45,000 in funding for organic community gardens and urban agriculture initiatives.


* People magazine named Suja’s Watermelon Love its Best Fruit Juice.


* Last month, SIMPLi hosted the Whole Foods Market Culture Champions team in Peru.


* Jovial’s ancient organic olive farm in Italy.


* Vanilla Bean Project was named a World Changing Ideas honoree by Fast Company for decarbonizing the global vanilla supply chain through its wind-powered shipping. We profiled the company last year.


* Once Upon a Farm has released its 2025 Impact Report.


* La Grama celebrated 20 years of shipping organic ginger from Peru.


* The Real Organic Project-certified frozen blueberries from King Grove Organic Farm sold out in four minutes.


* Rodale Institute and Ancient Nutrition announced a continued partnership to accelerate the transition of U.S. farmers to organic and regenerative organic practices.


* Shareholders push Target to address toxic pesticides at the company’s annual meeting.


* This Chicago teen will be selling her organic dog treats at the Obama Presidential Center gift shop.


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