Bellows et al., (2008) indicate that the more conservative consumer population may be wary of the counter-culture origins of organics. More progressive consumers may distrust the agro- industry embrace of organic and sustainable agriculture. Organic labelling remains a symbol of negotiated meanings that can confuse or frustrate consumers from diverse socio-cultural demographic backgrounds. Among other possible organic purchasing barriers, lack of confidence in organic labelling, both before and after the U.S. federal organic standards, may discourage some consumers regardless of whether or not they place high value on organic production methods when deciding what to eat.