The Ethical Food Company, a new ‘super-ethical’ fresh produce brand from organic supplier Organic Farm Produce, has gained its first major listing, in Booths.

The first products to be stocked will be apples, pears and lemons.

As well as being organic, produce sold under the brand is certified independently and under the Soil Association’s ethical trade standards for its supply chain trading relationships, socially responsible practices and fair and ethical employment standards.

Ethical Food Company MD Adam Wakeley said the organic sector had suffered recently because the organic message had become “diluted and unclear”.

Booths fresh produce buyer Chris Treble said the new brand “ticks all the boxes” for Booths. “Booths looks to support any initiative that delivers fairness in the supply chain whilst retaining the highest possible quality,” he said.