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Friday, June 23

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Business Wed Jun 24 2009

Organic, Except When It's Not

Chicago filmmaker and environmentalist Dorothee Royal-Hedinger is traveling the country examining the sustainable food movement with OrganicNation.tv. She's been home for a bit, and decided to check out Doc's Juice and Smoothies, a Bucktown spot that touts its organic ingredients. Only they might not be organic, as Royal-Hedinger and partner Mark Andrew Boyer discovered.

However, as we were leaving, Dorothee asked the barista if the drinks were indeed organic, and she replied, "No, but they're all-natural."

Since leaving the store, we've made numerous attempts to contact Doc's owners or managers to clear up the discrepancy, but our emails bounce back and none of the listed phone numbers appear to be in service. I'm not sure why Doc's is so blatantly false advertising (even the URL is docsorganic.com), but I do know that I probably wouldn't have forked over seven bucks for a drink had I known that it contained conventional ingredients.

So, the question is, should Doc's change its name? Are they "greenwashing" their product, making customers believe they're getting one thing when it's actually something else? What do you think?

 
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Feature Thu Dec 31 2015

The State of Food Writing

By Brandy Gonsoulin

In 2009, food blogging, social media and Yelp were gaining popularity, and America's revered gastronomic magazine Gourmet shuttered after 68 years in business. Former Cook's Illustrated editor-in-chief Chris Kimball followed with an editorial, stating that "The shuttering of Gourmet reminds...
Read this feature »

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About Drive-Thru

Drive-Thru is the food and drink section of Gapers Block, covering the city's vibrant dining, drinking and cooking scene. More...
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Editor: Robyn Nisi, rn@gapersblock.com
Drive-Thru staff inbox: drivethru@gapersblock.com

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