Corporate social responsibility (CSR) is continuing to grow in importance to investors and consumers alike. Both groups are increasingly avoiding doing business with firms that conduct themselves in a manner consumers and investors deem undesirable. In response, managers have been and must continue adapting their firms to be more responsible or they could face real financial repercussions. But rather than viewing CSR as an unwelcome expense, managers would be better off viewing it as an opportunity to differentiate themselves from their peers. Similar to the growing consumer consciousness of what pesticides and production practices are used to make their food and the price premium paid for certified organic, CSR may offer benefits to farmers if they choose to embrace this changing environment.