Another major concern with non organic food stuffs is the problem of perfectionist standards. The consumer has been conditioned to think that organic food stuffs if not perfectly formed are somehow not very good. That is because they are used to supermarket standards where food has to be perfectly round or perfectly cylindrical, lush in colour and a perfect specimen. If it is not perfectly shaped and coloured it is not used which creates massive amounts of waste.

Therefore another main barrier between customers and organic food is the way it looks. Because organic food is natural and comes as it is, the shapes of the food and the colouring of the food is somewhat alien to the customer and they will “trust” the food much less when compared to it’s perfect non organic counterpart.