I really don't know much about it, except that I'm a sucker for it. My husband laughs at how easily I am influenced. I try to be thrifty, but I also love cute. I have a noted Hello Kitty habit... Our kitchen is filled with mostly store brand items, and the majority of that organic. I have worked on buying utilitarian over cute, but sometimes I fail. I was grocery shopping the other day and needed more vegetable oil, I don't use it much but have been baking more muffins lately. I was about to grab the large store brand jug when I saw this beautiful little can. It was 1/2 the size and cost more, but I convinced myself by saying it's organic.