SAN FRANCISCO (CBS SF) — San Francisco played host to big players in the organic food world this month, but research shows many people still aren’t convinced the organic label is worth the price.

Organic food producers from across the country met at Earl’s Organic Produce in San Francisco to discuss health and wellness.

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To sell the entire country on organic foods, some producers say it must begin with a revamp of grocery stores.

“You have to know your consumer well, and know what they’re looking for when it comes to health and education,” Helge Hellberg, CEO of Organic Media Network said.

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A new poll of American shoppers shows that organic eating is regional, and more than a third of those polled admitted not giving organics much thought at all.

But, in California organic shopping is much more wide spread, with more than half of shoppers seeking out organic labels.

The trick for organic food producers may be convincing shoppers that their organic is worth the cost.

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“I believe the old adage that you get what you pay for is true when it comes to food. And, there are costs associated with food production that don’t necessarily make it cheap,” George Huntington of an organic food co-op in Indiana said.