I agree Barry.
But the momentum of that pendulum weakens as "how food is produced" starts to cost more.
Take my packer for example. We sell in a coop, 100% Canadian sourced honey, needless to say our production standards are much the same as the US production standards, which give us a high quality product.
But put that product on the shelf beside honey from cheaper priced blended product from Argentina, a product where who knows where it originated and the production standards behind it, and it will out complete my product most of the time.