Your mission, should you choose to accept it: Increase Americans' consumption of organic food to 10% of all food sales by the year 2010.
By this winter, they aim to have a Mission Organic 2010 label on organic product packages in supermarkets and corresponding in-store signage and promotional materials.
The Organic Center in Foster, R.I., which sponsors scientific research on organics, developed the idea and is talking to several large supermarket chains about partnering in the effort.
"To get to 10% organic by 2010, it's going to take major initiatives with major retailers to tell the story of why consumers should buy organics," said Anthony Zolezzi, chairman of the Organic Center.
The group is urging consumers to sign up for Mission Organic 2010 on its website, www.organic-center.org, to "publicly announce" their commitment to use at least 10% organic food through the year 2010. Alternative medicine and natural food advocate Dr. Andrew Weil is encouraging shoppers to sign up.