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Examines the potential of organic foods in European markets, focusing on consumer demand for organic foods and the possibilities for market expansion. Aims to assess potential sales, to identify the factors determining buying propensity, and to identify the main market barriers. Identifies the types of consumers who purchase organic foods, classifying them according to socio‐economic and demographic characteristics. Elucidates the motives for purchasing and the willingness to pay. Identifies the main market barriers and bottlenecks, and examins the potential for future expansion.

An appeal under the Food and Drugs Acts, reported in the present number of the BRITISH FOOD JOURNAL, is an apt illustration of the old saying, that a little knowledge is a dangerous thing. In commenting upon the case in question, the Pall Mall Gazette says: “The impression among the great unlearned that the watering of the morning's milk is a great joke is ineradicable; and there is also a common opinion among the Justice Shallows of the provincial bench that the grocer who tricks his customers into buying coffee which is 97 per cent. chicory is a clever practitioner, who ought to be allowed to make his way in the world untrammelled by legal obstructions. But the Queen's Bench have rapped the East Ham magistrates over the knuckles for convicting without fining a milkman who was prosecuted by the local authority, and the case has been sent back in order that these easygoing gentlemen may give logical effect to their convictions.”

Aarhus Kommunes Biblioteker (Teknisk Bibliotek), Ingerslevs Plads 7, Aarhus, Denmark. Representative: V. NEDERGAARD PEDERSEN (Librarian).