Sir, It's not all dark in organicland ('Shoppers ignoring extra organic products in mults', 27 August, p6).

At Honeyrose Bakery, sales of our cakes listed in Waitrose, Sainsbury's, Ocado and at more than 2,000 points of sale in small and big customers across the UK are up year-on-year to August 2011, trending to double-digit growth by year-end. So we see a rosy future based on the support of discerning consumers and buyers.

Echoing The Saturday Essay by Ella's Kitchen Paul Lindley last week, consumers want a simple message with organic.

That starts with a great product, organic or not. It's what's brought us new customers and supermarket listings this year, and kept existing customers on board. Our innovation in NPD, packaging, pricing and in general ways of conducting business has the ring of truth, passion and commitment with consumers. Maybe it's easier for us in that, like Ella's, we are founder-managed, small-ish, and privately held.

Looking ahead, we are realists, and have taken the decision to also bake conventional (ie non-organic) lines for our own-label customers who want them, mainly for raw material cost reasons. But own-label customers come to us for great quality products and an ethical business sense that is established, audited, and certified with our organic credentials.

Lise Madsen, MD and founder, Honeyrose Bakery