Can Organic Be Cheap?

This guy wants to be an everyman's Chez Panisse. How does he do it?

--Making choices: he switched from Straus Family Creamery milk back to regular milk when he realized not enough people cared about the difference. --Wasting less: "Businesses in general and restaurants in particular are extremely wasteful," says Ross. --No tablecloths, less laundry, reducing the quantities used of bleach. --Occasionally losing money: "Muse has not broken even consistently," [Ross] says. "Quality is very important to me, and I keep ratcheting that up. Oftentimes the bottom line isn't there. It's not a great way of running a business."

Sounds like a pretty cool guy. Here's an article on another one of his restaurants.