from Ian Hills, The Enjoy Organic Company
Sir; The organic food and drink industry has made enormous strides over the past couple of years to get itself noticed, shed its historically elitist persona and establish itself as a credible weekly shopping consideration.
Longer term success depends on how convincingly organics can make the transition from intriguing niche niceties to mainstream must haves'.
One area where organics has largely failed to make an impression is the internet.
eMarketer magazine says that, in March 2002, the UK internet population was 33 million and the average UK surfer visits 51 unique sites a month, spending eight hours ferreting around'.
Knowing that a decent' and genuinely interactive site can be assembled for as little as £30k, it is staggering to see the amount of brain-sapping' brochureware still being peddled by a majority of organic operators.
So why does a respected organic body like the Soil Association present its highly informative site in a format akin to jumping through treacle?
Assuming any successful organic operation will need to rub shoulders with both its organic compatriots and a broad section of conventional competitors, it makes sense that the organic industry grabs the opportunity the internet offers to make companies look larger than they are; a bit like a puffer fish with a dose of wind.

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