A final standard should be in place by 2012. The effort is being managed by the Leonardo Academy out of Wisconsin. The goal appears to be the creation of a mezzanine standard in between un-certified agriculture and organic agriculture, which currently makes up 4% of the US market, according to this post in the NY Times. A clearly articulated communications campaign will be critical. Would be a shame to see this standard eat organic farmings 4% instead of expanding into the 96%.