Fast Food Goes Organic

By Daniel Eisenberg

Like any number of vacationing parents, Gary Hirshberg was dismayed to find nothing but fast food as he drove up the Northern California coast with his wife and three young kids several summers ago. But unlike most of his helpless peers, Hirshberg, CEO of organic- yogurt giant Stonyfield Farm, decided to do something about it. Result: O'Naturals, a fledgling New England restaurant chain offering affordable organic food (including flatbread sandwiches, salads, soups and noodles) that Hirshberg dreams of making as ubiquitous as the Golden Arches. It may be a tall order, considering how poorly previous attempts at healthy fast food have fared (remember the McLean?). But after spending almost three years on a menu that's not just about low carbs, Hirshberg thinks he has the recipe for success. As he puts it, "It's about the food, stupid." And with more on-the-go diners already ordering salads and frequenting quick-casual alternatives like Panera Bread, Baja Freshand Pret a Manger, O'Naturals may soon be looking pretty smart. --By Daniel Eisenberg