I love that this was exactly my experience.
http://blog.cfrq.net/chk/archives/2003/09/24/natural-choice-usa/
But that the above link is the #5 result from google when you search for natural choice usa!
This blog entry let me find the link to Forbes (http://www.forbes.com/global/1999/0614/0212099a_print.html) a lot faster!
Thank you internet and blogs!
Interesting, http://www.knowx.com which is referenced in that Forbes article is a Choicepoint company.