Organic moguls 2.0

Now that Whole Foods has a $6.7 billion market cap and Wal-Mart sells naturally grown chard, the organic movement's founding fathers are looking for their next big hits.

Gary Hirshberg
Gary Hirshberg
Age: 53

First act: New Hampshire native founded organic yogurt maker Stonyfield Farms in 1983 and sold it outright to Groupe Danone in 2003. It's now the nation's No. 3 yogurt.

Second act: Hirshberg still holds the title of "CE-YO" of Stonyfield, but he has also launched O'Naturals, a chain of health-conscious cafés in New England serving up dishes like wild prairie-raised bison meatloaf. It's been slow going: After six years there are only five locations; two others have closed.

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