Superrnarkets have increased the availability and the public's awareness of organic food, but they are all-powerful and demand perfection, and many are beginning to question this giant link in the food chain. Some of the organic grcxwers who have struggled to meet supermarket standards have gone out of business. Others have fern net new ways to sell their food, a minority battle on. Even conventional growers rail, usually anonymously, at their pay-masters. And there is a dwindling alternative market. The high street greengrocer is declining as the multiples take over froin the old wholesale distribution system. Supermarkets now control over 50% of the fresh produce market.
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