but even after witnessing trends like chipoltle, most people will tell you organic food is just for richeople that it can't feed the world, guess what not true. i just saw a terrific ted to ed talk by start up advisor and serial entrepreneur who has sold two high profile start ups, lately he has embraced a new high profile addventureadventure, organic farmer more efficient there industrial agriculture. so i had to bring him on the show to talk about it. welcome to "mad money." >> how you doing, jim, great to be here. >> i'm going to start with the hardest question. why is organic food so experience. >> that's a really great question, i started asking myself that when i started having my first child was born i started caring about what food i was feeding her and felt guilty that being afluent i could afford food that not everybody could afford and i felt it should be possible for everybody regardless of their economic status to be able to feed their kids of the healthiest best food and i started finding out that the biggest driver of the price premium for organic is just a mismatch for su