It's easy to think of organic" and "non-GMO" as the best buddies of food. They sit comfortably beside each other in the same grocery stores - most prominently, in Whole Foods Market. Culturally, they also seem to occupy the same space. Both reject aspects of mainstream industrial agriculture. In fact, the movement to eliminate genetically modified crops - GMOs - from food is turning out to be organic's false friend. The non-GMO label has become a cheaper alternative to organic. "More and more, there's concern [among organic food companies] that they created a monster," says Mark Kastel, a pro-organic activist who's co-founder of the Cornucopia Institute. No food retailer likes high costs. If it can offer a cheaper product that attracts the same consumers, it will do it. According to Kastel, that's how Whole Foods and others are using non-GMO labels. "This is a potent marketing vehicle designed to blur the line between organic and nonorganic," he says. David Bruce, director of eggs, meat, produce and soy for Organic Valley, a major organic food company, says the non-GMO labels "definitely" are diverting some consumers away from organic food. "We call it trading down," he says. Bruce says organic companies need to draw a clear line that sets organics apart from any alternatives. "The goal is to educate consumers that 'non-GMO' or 'natural' products are not 100 percent the same as an organic product," he says.