This post was originally published on The Conversation.
Imagine you’re in the aisle of your favorite grocery store, bombarded with hundreds of the latest and greatest products on the market. After grabbing a box of your favorite pasta off the shelf, you notice a new organic version of the spaghetti sauce you usually buy. Strikingly, you notice that the price is at almost a 50 percent premium compared to what your usual sauce costs.
Here we go again, you think: You have to empty your wallet to buy the “healthy” stuff.