Shoppers are increasingly demanding cleaner, greener and ethically grown food, international researcher Professor David Hughes, of the Centre for Food Chain Research at Imperial College in London, told the congress of Australian National Farmers' Federation (NFF) in Brisbane. Prof Hughes said consumers would pay more for premium food and drinks they think were grown in a manner that benefits the environment, was ethically produced, and made from natural ingredients.

"The green bar, the sustainability, environmental bar, is going up," Prof Hughes said. This demand for "greener" food had ramifications for livestock and dairy producers because of issues like greenhouse gas emissions, rainforest clearing for cattle production in the Amazon and dietary concerns related to meat. Prof Hughes said campaigns such as former Beatle Paul McCartney's bid for a meat-free Monday were gaining "real traction". "This is celebrity-driven and it's been extraordinarily effective and purchasing behaviour has switched as a result," he said.

Source: "Aussie farmers earn green credentials" - AAP - 30 June 2009