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This article uses the evolving understandings of commercial organic agriculture within two research programmes in New Zealand to address three problematic claims and associated framings that have underpinned analysis of the political economy of commercial organic agriculture. These three framings are: 1) that recent commercial developments in organic agriculture have become organised around a grand binary of large-scale, corporate, industrialised organic agriculture that is inhabited by pragmatic newcomers to the industry, against a small-scale, local, authentic remnant of the original organic social movement. This grand binary is most popularly recognisable in the claim by author Michael Pollan of the existence of an ‘Organic Industrial Complex’ that is slowly subsuming authentic organic agriculture. This relates to claim 2) that commercialisation creates inevitable pressures by which organic agriculture …