Clip: People expect good food to be affordable as well as not containing any additives (ep 4)

"For example the produce that my farmers sell at the farmers' markets can be up to seven and a half times more expensive than conventional produce... 500 grams of spinach at a convention market in China is 20 pence whereas the same 500 grams of organic spinach at a farmers' market is £1.50. People that complain about how expensive that food is expect good food to be affordable as well as not containing any additives. And secondly, at the farmers' markets, the farmers usually make claims about their food being grown without synthetic inputs but they don't have certification so there's a lot of scepticism among potential consumers that pass by about the claims that farmers are making".