Wall St knows high end consumer products like organic food are the first to be affected by a slowing economy. Take the upgrade as a sell signal. Once they've unloaded and have gone short, the investment houses will put out nothing but downgrades. Same methodology, different year.
I'd say you are generally right about the upgrade followed by the sell off. However, when it comes to eating habits I disagree. People might not make the switch to organic quality foods when times are tough but once you have a prime rib diet it is hard to go back to bologna. I'm still a believer in the organic foods play.