This week a new website has been launched by the European Union in a bid to encourage more consumers to choose organic produce, heading up the campaign with the slogan "Organic farming. Good for nature, good for you." The initiative is one of 21 projects that were proposed in 2004 to help boost the organic agriculture business in Europe and this one is web-based, offering information on the benefits of buying organic.

Booming organic industry
With the industry in Europe growing at 10-15%, it's easy to understand why the EU will want to keep the ball rolling. The website is informative regarding the laws and restrictions legitimising organic produce in Europe, and it also gives information on what organic farming actually is, for those consumers are perhaps unaware of the differences.

What is organic farming?
Organic farming, as described by the EU, is a system which is self-sustaining and limits the use of artificial chemicals and counter-intuitive farming practices. Organic farmers use resources already found on site – such as natural livestock manure as fertilisers for example; they only choose crops that are "adapted to local conditions"; and they utilise wide crop rotation.

The holistic choice
As previously reported, the claims made that organic food is better for human health are wholly unsubstantiated. Although, the opinion that organic is better may seem intuitive to many health-conscious consumers who are deviating away from artificial and the chemical-laden products.

The EU are presenting the organic choice as one that is holistic – it benefits the environment as well as ourselves. True, or just another marketing ploy?