Dig for victory

October 2010

With Organic Fortnight just over and the new season’s crop filling our aisles, I think it’s high time I wrote about the Soil Association and why we’re supporting their work with a link to their site from our checkout page.

I think caring about provenance is just part and parcel of caring about the environment. Nowadays, when we’ve got so much information at our fingertips about the issues threatening our planet, it seems startlingly remiss not to consider the environmental impact of what we eat. After all, food is as crucial a part of everyday life as farming is of the global economy. So from field to fork, I want to know that my food is carefully and compassionately produced – that means habitats protected and no maltreated animals. For me, anything less just leaves a bad taste.

And so looking out for the little Soil Association label when I’m shopping has become a matter of course. I know that any item bearing their mark has been produced without artificial pesticides or any added ‘nasties’, and livestock has been reared with access to open pasture.

If you want to find out more about the Soil Association, what they do and how they do it, there’s a new page on The Ocado Way explaining in detail. Briefly, they certify organic food using a strict system of criteria, which means I can rest assured it’s produced in a way that fits with my own ethics.

Aside from this, the Soil Association is also a charity that campaigns for more sustainable food and farming, striving for a better future for our environment. If that sounds like something you’d like to support, look out for a new link to donate after our checkout.

Jason Gissing
Ocado Co-Founder

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About Ocado

Do your food shopping at ocado.com, the online supermarket. Our trusted drivers will carry groceries, wine, toys, flowers, homeware and more to your kitchen table in a one hour slot. Enjoy great offers and deals on value household brands, quality small producers, plus Ocado and Waitrose own label groceries.

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