The Great Food Gamble

In general, if you don’t like what you see – or you find the labelling confusing – he says you should write to the supermarket. Get your friends to do the same. Then, if you’re not happy with the response, contact your local MP and newspaper.

‘When the customers made it clear that they didn’t want genetically modified food, they stopped supplying it. (This has been a disaster economically for Iceland, who have since reversed their policy to stem collapsing profits.) When they made it clear they wanted organic food, they started supplying it. They took no notice of the ethical arguments, only that there was a developing market. We shouldn’t expect too much of them – they’re in business and their first priority is to their shareholders, by law, not the customers.’

‘But the consumer has power – that’s one thing we learnt very starkly with the GM debacle – and although the supermarkets have massive power, they will listen to the consumer. The politicians will listen, too. Because the supermarkets want your money, and the politicians want your vote.’

If you have any views, comments or questions on using consumer power to bring change the food industry, visit our going organic message board.