This is an interesting article. I currently buy all of my organic fruit and veg across the best 2 supermarkets that are nearest to me - Tesco and Waitrose - but I've been considering ordering an organic box for a while now. What puts me off is relying on someone else to chose my produce and not being able to use my personal 'selection criteria'! But I'm digressing... what's interesting is that these companies grew quickly at first and when sales dropped they had to think inside the box. This thinking led them to discover a consumer problem - namely that people have little time to cook and little knowledge as to how to cook, keep foods interesting and use their goody box ingredients. So a team of chefs and a new approach evolved and I'm glad because these producers do seem to have strong ethics. Anything that helps us to eat more healthily is a plus and it may give me time enough to loosen my control freak shopping tendencies and trust in a company to deliver me my own orgnic box.