Be It Ever So Homespun, There’s Nothing Like Spin

“After shopping for dozens of products in places as varied as food co-ops and convenience stores, I’ve uncovered the essential elements of a greenwashed product. Start with a gentle image of a field or a farm to suggest an ample harvest gathered by an honest, hard-working family. To that end, strangely oversize vegetables or fruits are good. If they are dew-kissed and nestled in a basket, all the better. A little red tractor is O.K. Pesticide tanks and rows of immigrant farm laborers bent over in the hot sun are not.”