"It could be another milestone in organic food's evolution from crunchy to commercial: Wal-Mart, the king of mass retailing, is promising to "drive down organic food prices" with a new line of organic food products. The new products will be at least 25 percent cheaper than organic food that's on Wal-Mart's shelves right now."

"Yet we've heard this before. Back in 2006, Wal-Mart made a similar announcement, asking some of its big suppliers to deliver organic versions of popular food items like mac-and-cheese. A Wal-Mart executive said at the time that it hoped these organic products would cost only 10 percent more than the conventional alternative."

"Wal-Mart has, in fact, become a big player in organic food, with some remarkable cost-cutting successes. At the new Wal-Mart just a few blocks from NPR's headquarters, I found some organic grape tomatoes on sale for exactly the same price as conventional ones. Organic 'spring mix' salad was just 9 percent more expensive than the conventional package."