Over the decades, something unexpected happened — demand for organics started increasing so fast that it began outstripping the supply produced in the U.S.

Now a new challenge has emerged: It’s not getting consumers to pay the higher prices, it’s convincing enough farmers to get past their organic reluctance and start taking advantage of the revenue pouring in.

Instead of growing to meet the demand, the number of farmers converting to organic is actually dropping. Last month, the U.S. Department of Agriculture committed up to $300 million to recruit and help more farmers make the switch.

The new USDA effort would include $100 million toward helping farmers learn new techniques for growing organic crops; $75 million for farmers who meet new conservation practice standards; $25 million to expand crop insurance options and reduce costs; and $100 million to aid organic supply chains and develop markets for organics.

Nick Andrews, an Oregon State University extension agent who works with organic farmers, called the USDA effort a “game changer.” It should be especially attractive to farmers with small parcels of land because the added value of organic crops makes it possible to make significant money off even 25 to 100 acre (10 to 40 hectare) farms — much smaller than the commercial operations that provide most of the country’s produce.

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