ABSTRACT: Health-conscious consumers have an interest in knowing if the extra money they spend on organic food is justified. The organic food industry, therefore, has a large financial interest in convincing the public that the food they sell is healthier, tastier, and better for the environment. One area that the industry has concentrated on is the supposed nutritional superiority of their product. The importance of this area to the organic food industry can be seen by the vehemence in which it has attacked and tried to discredit a recent, widely circulated report submitted to the British government that found no scientific evidence for claims that organic food is nutritionally superior to conventional food. Two nongovernment organizations, the Soil Assn. in the United Kingdom and the Organic Center in the United States have been heavily involved in the promotion of organic food. Both of these organizations exert a great deal of influence with the media, and hence with consumers, in both countries. An examination of some of their actions will be included in this article.