But of course we've known that for some time now, right?

Finally, some folks in the food industry are starting to take notice and take action.

PCC Natural Markets will stop carrying milk products from the country's largest organic dairy company, Horizon Organic, next month because it doubts that the products meet organic standards.

PCC's biggest concern is that some cows are not receiving enough pasture time, "but there are a lot of other things that have been alleged that need to be investigated officially," said Goldie Caughlan, PCC's nutrition-education manager and a former member of the U.S. Department of Agriculture's organic standards board.

PCC is a Food Co-op here in the Seattle area. Their sales method is more akin to that of a supermarket. As far as reputations go, theirs is very well-respected. So when they say "Horizon isn't what we want", others in the industry will likely take notice.

Good for them, I say. Playing fast and loose with Organic Standards goes against the initial ideals that the organic movement was founded upon. To call out Horizon Dairy on their bullshit is exactly what is needed.

It's also the one of the first shots across the bow of the industrial organic companies from those who seek to hold to the movements initial ideals, at least in the financial sense. Yes, some people have talked a good game, but the only way to hold industrial organic accountable is in the one place where it counts -- their bottom line.

However, I would not be surprised if Horizon and their associated dairies retaliated in some way, probably legal. There's going to be a battle for the soul of the Organic Movement. And I think this was only the first out of many future skirmishes.