Eliot Coleman, a well-known advocate of organic farming today, suggests that

"The label "organic" has lost the fluidity it used to hold for the growers more concerned with quality than the bottom line, and consumers more concerned with nutrition than a static set of standards for labeling. "Authentic" is meant to be the flexible term "organic" once was. It identifies fresh foods produced by local growers who want to focus on what they are doing, instead of what they aren't doing...."

He talks about moving beyond the organic label which has been largely taken over by corporate interests. 

"'Authentic' growers are committed to supplying food that is fresh, ripe, clean, safe and nourishing. "Authentic" farms are genetically modified organism-free zones...With a definition that stresses local, seller-grown and fresh, there is little likelihood that large-scale marketers can steal this concept."

-Eliot Coleman