A new study from the Journal of Consumer Research is disproving some long held theories about how people make changes in what they shop for in the produce aisle. Researchers followed 8,700 consumers for 20 months, using information gleaned from a customer rewards service at a huge Dutch retailer. It has generally been assumed that people start with one organic product—most commonly, organic milk. They may then take the next step up, but it’s a fairly long journey from one product to the next. Actually, it’s an incredibly smooth transition.