that will pressure companies like kehl log among others to offer more organic foods. >> so this is reallyre pressure on manufacturers to create more organic food for retailers then? >> absolutely. >> even as we see the trend lines going up, this is still a very small fraction of the overall food market, right? >> it's roughly 4% of food spending in the united states. but it's growing by about 10% per year. if you look at companies like walmart and target, they get a huge amount of their sales from grocery. walmart gets 55% of its revenue from wys;grocery. it has been a struggling business for them. so this is a way for them to give a boost to the raw grocery sales. >> what does this do for the producers of food? right now, it seems these prices are up because supply is shorter than demand. >> well, the -- several groups such as the environmental working group and the center for science in the public interests believe that this is going to be an incentive for more farmers to use more labs for organic farming. overall organic food prices, beyond these 100 wild oats items that walmart will b