One of the principle reasons people cite for buying organic produce is that it is better for the environment. As it is grown without chemical fertilizers and pesticides, organic produce creates fewer harmful byproducts that can wind up in the air, the groundwater and the fruits and vegetables we handle and ingest. That's why the sight of these Melissa's organic potatoes individually-wrapped in petroleum-based plastic wrap* really struck me as a serious marketing misstep. The people who are buying organic potatoes in the first place will also be the first ones to balk at this kind of over-done packaging that seems to miss the whole point.

*Melissa's said they would look into the composition of the shrink wrap with their distributor and get back to us. They have yet to get back to us. -Ed.