Anyone who frequents local supermarkets and the more popular weekend markets will have noticed that over the past few years, a growing number of ‘organic’ produce are hitting the shelves. Mass produced vegetables and fruits are being tucked out-of-sight on the lower shelves, as these glowing ‘natural’ produce are given centre stage…at a much higher price point of course. Advertised proudly as being organic, natural, clean, safe, and pesticide free, the reality is that many of these terms are, whether intentionally or not, misused. The producers may not be setting out to hoodwink the public, but a lack of clarity in definition leads to free-wheeling labelling which confuses not just the consumers but often even the producers themselves. What’s the difference between an all-natural organic cabbage and a pesticide free, safe cabbage grown on an organic farm? For those in the know, this topic may be a damp squib, but for most of us, the world of labelling and branding has left us unsure and distrustful of the industry as a whole.