Translation "Damn now we have to cost compete with Wal-Mart, how ever will Whole Foods and other upscale grocers be able to continue selling produce at elevated prices?"
Producers will no longer be able to charge twice as much for half the quality.
I'm a big consumer of orgaincs (though I don't care to debate whether it's a sound approach to eating with the agriculture lobby) and I've seen GOOD change in the industry.
I have a can of organic Hunts stewed tomatoes in my pantry and a can of Muir Glenn organic. Same size. The hunts cost 1/2 as much and is of better quality.
I'm REALLY happy to see the big guys get into this business...but it really pisses off the hippys.