Scowcroft | Myra Goodman | Food

And it’s very fresh. Some organic operations sprout twice-a-day harvests, at 10 a.m. and two p.m. “Think about it,” says Scowcroft. “Sweet corn an hour old.”

But the farms are pushing an envelope that’s been radically redesigned by Whole Foods.

“We feel that the image of organics has completely changed from being kind of a sacrifice to being a real indulgence,” says Myra Goodman, “meaning the best food, really upscale. And I think Whole Foods has played a big part in that.”

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