CLEAN & GREEN?

Consumer motivations for organic food centre around the concept of food integrity. Integrity is part of a basket of brand ethics gaining greater currency by the day amoungst 21^st century consumers. Other closely related ethics in the basket include “authenticity” – identified in the strategy behind 100% Pure New Zealand. Simply, this means people want to know that what they are putting in their stomachs is the real thing. There is less and less interest in scientific assurances that there is no discernable difference between the synthetic and the original. At least amoungst those better off consumers in the world who are happy to pay more for the latter. (more…)