Organic produce is likely to become of increasing importance in the fresh food policy pursued by the Irish chain Superquinn. Consumer reaction to an organic foods promotion in three of the chain's 19 stores, which is to last for six weeks, has already exceeded expectations. "The response has been really good," said Paula Mee, the chain's food and nutrition manager, "and there is a serious demand from our customers for a wide range of organic produce." In the promotion, Superquinn is offering a 10% price discount on organic foods, a recognition that cost is one of the factors inhibiting sales. A recent Bord Bia survey found that most consumers were willing to pay up to a 20% premium for such produce, with around half insisting they would not pay more than that. Mee accepted that the high cost is a deterrent, but said that as more producers switched to organic farming and supplies increased, prices would become more attractive. In the current promotion in two of the chain's Dublin stores and one in Limerick, organic growers are on hand to meet and discuss their produce with consumers. {{NEWS }}