Hopefully no one of a sensitive nature was in attendance at the conference on organics at Sainsbury's HQ. They might have been disturbed by the language. Speaker Maddi Riddell of ?What If! consultancy was explaining how consumers were attracted to the purity of organic food. She said that for every trend there is a countertrend, flashing up a picture of the recent upsetting and ASA-frowned upon Pot Noodle ad. Chairman Simon Wright of the Organic Consultancy congratulated her profusely on her presentation, "not least for being the first person to use the word slag' in this auditorium." {{COUNTERPOINT }}