For the last two years, I’ve been scratching my head about something: Americans have made it very clear that they want to buy from good companies. And when you ask them what’s good and who’s good they give a range of answers that lump together "good for the planet" and "good to people."
There's particulate organic matter, which is the stuff you generally can see. Mineral-associated organic matter, on the other hand, consists mostly of microscopic coatings on soil particles. They work differently.