The growth of the organic food industry has been drastic, increasing at a rate of 20% per year since 1990. Consumers believe organic foods have more nutritional value , taste better and have a smaller environmental footprint. Consumers are willing to spend 10-40% more than their traditional counterparts. However, there is little evidence that organic foods contain more nutrients, taste better, or have less impact on the environment than traditional foods. In a recent study conducted at the University of Michigan, researchers found that consumers tend to believe that organic foods are more nutritious than non-organic foods. However, the American Cancer Society noted: It is generally believed that organic foods may be healthier because they reduce exposure to certain chemicals. It has also been suggested that their nutritional composition may be better than that of non-organic foods. It is unclear whether this will translate into health benefits. The United States Department of Agriculture also reached a similar conclusion in a report stating that "claims of nutritional superiority...