Here organic production is aiming at marketing produce to offer the consumer reduced exposure to harmful chemicals, and a sense of supporting environmental care. One consequence is that health-conscious people will pay more for organic produce – perhaps over 30 per cent more. The demand for such produce has been spreading from rich countries to developing country cities and demand is growing fast. Farmers face disadvantages in making a shift to organic production: it usually takes time and expense to ensure the land is free of chemicals and to get accreditation; yields may decline and labour inputs increase when chemicals are unavailable for weed and pest control, and chemical fertilisers are prohibited. Ultimately, changing consumer demands may force the change and the price premium may at least compensate