We define forecasting at the macro level as doing so at a business or line item level. This is very important for strategic planning. Economists that conducted the 2008 research show a typical model for new organic foods; the model is often used for other new product diffusion from phones to cooking pots. The model, known as the Bass model, is based on the assumption that the first adopters of a product influence other potential adopters in the future. For context, the image below illustrates a system of new product diffusion as consumers respond to whether or not food products have an organic seal.