When a person buys an organic product, they also expect the social side to be in order, whereas organic regulation now doesn’t talk about the social side. It’s a huge responsibility for anyone involved with organic to have at least a social plan and story. We need to be far beyond what is happening in conventional agriculture. Ecological and health concerns often come to the fore, but this is changing fast: People are paying more for an accountable product, and they want all the boxes filled, not just a few.”