The prominence and market share of Certified Organic agriculture have grown steadily since the formalization of U.S. standards in 2002, but the boundaries of what "organically produced" covers have not expanded much. Meanwhile, alternative eco-labels and market-based auditing have proliferated, promising to measure and verify non-GMO status, food safety, and labor standards, among other “good food” attributes. Simultaneously, retailers and downstream buyers are creating "super audit" scoring systems, such as Whole Foods’ "Responsibly Grown" scheme. What is the role and value of organics in this context? Is this the best path for measuring achievements of “sustainability” and other values?