Hershey Purchases Dagoba

It's amazing to see how many companies are going organic nowadays. It's like the new cool trend and all the big manufacturers want to make their offerings.

Hershey recently (oct 19) purchased Dagoba organic chocolates.

Quotes from the press release:

Organic chocolate products are experiencing dramatic growth as consumers continue to trade up for indulgent, high-quality products. Dagoba, with its well-regarded portfolio of quality organic products, will enable Hershey to build on its leadership in the North American chocolate market by meeting emerging consumer needs and building profitable new marketplace opportunities.

Dagoba's strong presence in the natural channel is a real plus for Hershey, allowing us to expand our presence and broaden our offerings in this growing arena. In addition, Dagoba's use of only the finest organic ingredients makes it a great complement to our existing, premium portfolio of Scharffen Berger and Joseph Schmidt products.

So what do you think? Does this make you more likely to buy Hershey brand?

What about Dagoba.. did they sell out or trade up?