Organic vodka is a hard sale. According to Diane Paulson, it’s about doing what’s right for the planet.

“People who know anything about distillation know that it’s such an intense process, that any pesticides or whatever was on the wheat or the rye or the corn, or whatever product you’re using … there aren’t really any left. It’s gone. So why bother? Well, I always joke that Organic Nation is not a health food for you, it’s a health food for the planet,” Paulson says, holding up a bottle of her vodka on a recent day at the distillery.

She says it can be easier to sell people on the fact that their vodka is locally made than that it is organic.