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segment of the overall food market? 4 Granted, treadmill processes favoring greater reliance on energy and (organic)chemical intensive production could possibly make the organic industry of tomorrow more environmentally harmful than much conventional production today. But even if some environmental advantages of organic production are lost over time, it still may prove better than the practices that would develop in conventional production. This represents a significant retreat from some of the more ambitious claims of ecological modernization theory, but it does suggest that real environmental progress can be made, or, at the least, that the pace of ecological destruction can be slowed. But the nature of the food industry also raises questions about the applicability of the treadmill approach. A central claim of treadmill theory is that overall production increases over time. Thus, occasional savings in one sector of production or consumption do not represent true environmental improvement, because those savings simply get displaced elsewhere. For example, consumers who save money by purchasing more energyefficient hybrid vehicles will use those fuel cost savings to purchase something else, thus channeling the saved energy into some other form of production, yielding no environmental improvement. Yet while one’s capacity to accumulate consumer goods is virtually unlimited, the food industry is unique in that demand could be considered finite. Although greater processing and more distant transport of exotic foods are certainly possible, given food’s perishable nature and the limits of human biology, demand for food, unlike other goods, may ultimately be If so, than improvements in the environmental impact of food production may prove to be real gains not subject to the same limitations as the temporary environmental gains made in the production of other modities. The fact that at least some portion of the overall conventional food industry has been replaced by more environmentally sound production processes arguably represents a permanent environmental improvement, even if it does not suggest a general trend toward full environmental sustainability. This is in conflict with treadmill predictions, even though it is limited to a single, rather unique, industry. In addition, ecological modernization theorists might argue that given the growing ecological sensibility among consumers and producers, further innovations are likely to take the form of still more ecologically sound food production. In deed, there is evidence of this in the form of an array of upstart farmers’ movements that seek to go ‘‘beyond organic’’ (LaTrobe and Acott 2020。 Minick 2020). The creation of 5 national organic standards can be cynically viewed as a maneuver that coopted a grassroots movement that was seeking true sustainability, but this may reinvigorate that movement and set in motion another round of environmental improvements(Michelsen 2020a). Some movement activists are attempting to design new production standards that make it virtually impossible to produce on a large scale, thus favoring ecologically sustainable smallscale local farms. Ecological modernization theorists could argue that this is part of the process. Organics may just be a way station toward truly ecologically sustainable production. Of course, the treadmill may eventually overtake any movement innovation, given that the pursuit of profit does. Conclusion Both the treadmill of production and ecological modernization theories offer insightful perspectives on the social processes associated with environm