The Livestock Environmental Assessment and Performance Partnership (LEAP) claims that pro-environment “ecolabels” are more appealing to shoppers. Meanwhile, Compassion in World Farming says consumers are willing to pay more for animal products with grown humanely labeling. Dispassionate researchers note a wide gap between an espoused willingness to pay more, and the actual voluntary up-payment for tertiary benefits. This reluctance to pay is evidenced by the fact that the organic foods section is a small subset within larger conventional food retail outlets in the U.S. Whole Foods Market focuses specifically on the organic/natural foods shopper and while it has grown fast, it has begun to stall at about 2 percent of total U.S...