Consumers already associate organic products with environmental benefits, and view a lack of fertilizers and pesticides as one of their defining features. Because mainstream shoppers already assume that organically grown foods are better for the environment than conventional counterparts, it’s possible that this study may not be radically different enough to draw new converts to organic food.

That said, the research certainly won’t do the organic industry any harm — and may help convince hesitant farmers to convert to organic farming. That would be a boon for the sector in itself, considering that a vital question for the organic industry right now is whether supply can keep upwith ever-rising consumer demand. Conversion to organic is a time-consuming and costly process, entailing a three-year transitional period in which farmers must adhere to organic practices without getting paid organic prices. Despite this, the number of organic farms has increased 300% since 2002 — but less than 1% of U.S. farmland is certified organic.