I agree with what the a article says. This market is growing by leaps and bounds, and people are willing to pay a little more for things that are natural/organic.
There will definitely be a passion within the entrepreneur who is selling these types of products. It will probably be more of a "natural sell" - you'd be talking about this anyway
I have just finished a free ecourse on starting up a natural business - whether it's organic cloth diapers or organic foods. It was a great course. The author offers a course to help get your business started for a very reasonable price. Believe me, with the free course, she gives SO much information I couldn't believe it was free.
If you're interested, please email me and I'll send you a link. It's an affiliate link, so I'm not sure if I can post that here.