During the 1950s, sustainable agriculture was a topic of scientific interest, but research tended to concentrate on developing the new chemical approaches. One of the reasons for this, which informed and guided the ongoing Green Revolution, was the widespread belief that high global population growth, which was demonstrably occurring, would soon create worldwide food shortages unless humankind could rescue itself through ever higher agricultural technology. At the same time, however, the adverse effects of "modern" farming continued to kindle a small but growing organic movement. For example, in the US, J.I. Rodale began to popularize the term and methods of organic growing, particularly to consumers through promotion of organic gardening.