- Title Pages
- Introduction: Conventionalization, Bifurcation, and Social Relationships on the Small Organic Farm
- One Making Sense of Organics: A Brief History
- Two Organic Hits the Mainstream
- Three Why Supermarket Organic Matters
- Prelude: A Sense of Place
- Four Amid the Chard: Cultivating the Diverse Landscapes and Practices of a New England Organic Farm
- Five Who Farms?
- Six A Sea of Brown Bags and the Organic Label: Organic Marketing Strategies in Practice
- Seven No-Nonsense Organic: Negotiating Everyday Concerns about the Environment, Health, and the Aesthetics of Farming
- Conclusion: An Alternative Agriculture for Our Time
- Appendix: Method and Approach
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