A strong influence in marketing over the last few decades has been produced by consumer interest in the 'clean-green' movements, which encompass many concerns such as animal welfare, biodynamics, respect for a healthy planet and organic farming. Some retailers such as Body Shop pioneered a new approach to retailing while the American, Whole Foods chain has altered how conventional supermarkets handle these consumer movements.

Consumers are also aware that their concerns can be taken advantage of by unscrupulous retailers and suppliers. Here is a spectacular example as reported in The Times, September 24th, 2009 by Adam Fresco; 'Food firm boss sold pies to Fortnum and Mason as organic'.

"When Fortnum and Mason started stocking his swaddles Organic pies two years ago, Stansfield boasted it was because his produce was "the best in the UK".

He told a local paper: "Fortnum and Mason searched for the finest British classic pie throughout the UK and after arduous searching they came upon Onefood and Swaddles, sampled the product and found it to be the best in the UK. We're impassioned by supplying natural, ethical and unadulterated food and we're here to help educate consumers about the well-being that comes from choosing British-grown organic meat."

"In previous years Swaddles has been recommended in a host of national publications for its Christmas hampers and delicious foods."

Alas.

"Neil Stansfield bought stock from Tesco and Waitrose several times a day and sold it at twice the original price in new packaging..." "His firm Onefood-the One standing for Organic, Natural and Ethical-sold a £20 Waitrose salmon for £51 while pork pies bought from a local butcher for £1.30 were sold for £2.50."