"Organic" products are more healthful than non-organic products.

But they are not necessarily nutritious.

I was turned on to these Epipheo.tv guys by the Cornell University Food and Brand Lab, a great resource for understanding factors that go into why we eat what we eat. The piece that contained this video was headlined, "Organic cookies are still cookies."

The lab's research says that organic labels "can influence much more than health views: perceptions of taste, calories and value can be significantly altered when a food is labeled 'organic.'"

115 people were recruited from a local shopping mall in Ithaca, New York. Participants were asked to evaluate — 2 yogurts, 2 cookies and 2 potato chip portions. One from each pair was labeled “organic,” while the other was labeled “regular.” The trick to this study was: All six were organic. Participants were asked to rate the taste and caloric content of each item, and how much they would be willing to pay for the items. A questionnaire also inquired about their environmental and shopping habits.
Even though these foods were all the same, the “organic” label greatly influenced people’s perceptions. The cookies and yogurt were estimated to have significantly fewer calories when labeled “organic” and people were willing to pay up to 23.4% more for them...

Similar findings ensue.