Fuelled by recent food scares, as well as a more health conscientious buying public, the organic food market has been growing at a rate of 40% per annum in the UK. Its value is set to be worth over u1bn within the next 24 months. There has been a discernible shift towards organic food over the last five years, and we are now at the stage where practically every traditional consumable available on the shelf of the contemporary supermarket also stocks its organic counterpart. There are many alternative reasons as to why people are switching to organic, ranging from the fact that it is healthier, it tastes better, to a higher concern for animal welfare and the environment.