whenever I hear people say clean food is expensive, I tell them it's actually the cheapest food you can buy. That always gets their attention. Then I explain that with our food all of the costs are figured into the price. Society is not bearing the cost of water pollution, of antibiotic resistance, of food-borne illnesses, of crop subsidies, of subsidized oil and water--of all the hidden costs to the environment and the taxpayer that make cheap food seem cheap. No thinking person will tell you they don't care about all that. I tell them the choice is simple: You can buy honestly priced food or you can buy irresponsibly priced food.