LONDON (Reuters)—Organic fruit is delivered right to the doorstep. That is what Gabriel Gold prefers, and he is willing to pay for it. If this is not possible, the 26-year-old computer technician will spend the extra money at the supermarket buying organic food.

"Organic product is always better," Gold said. "The food is free of pesticides, and you are generally supporting family farms instead of large farms. And more often than not it is locally grown and seasonal, so it is tasty. " Gold is one of the growing number of shoppers buying intothe organic trend， and supermarkets across Britain are counting on more like him as they grow their organic food business. But how many shoppers really know what they are getting, and why are they willing to pay a higher price for organic product? Market research shows that Gold and others who buy organic food can generally give clear reasons for their preferences—but their knowledge of organic food is far from complete. For example, small quantities of pesticides can be used on organic products. And about three quarters of organic food in Britain is not local but imported to meet the growing demand. "The demand for organic food is increasing by about one third every year, so it is a very fast-growing market," said Sue Flock, a specialist in this line of business.