Ask the average shopper what they think when they walk into a supermarket and see organic food on display, and the majority respond with two observations: expensive - and chemical free.
Organic produce
Some supermarket staff were unable to correctly explain what organic means
On the first point they are correct. Organic items can cost between 10% and 100% more than food grown under conventional conditions.
But on the second point people are mistaken, as foods certified as organic can be grown with the use of chemicals - albeit from a list approved by various organisations across Europe and the UK.