Thai Sales of Organic Produce Surge on Health Concerns.

Aug. 6--Increased customer concern about food safety has fuelled a boom in sales of organic and hygienic food.

According to Randy Guttery, chief operations officer of CRC Ahold Co, operator of Tops supermarket, sales of organic fruit and vegetables have jumped by 60 percent since last year.

"We believe the high growth is due to the fact that consumers are better educated and have become more health conscious," Mr Guttery said.

Yet the higher premiums mean that organic foods remain mostly targeted at urban middle- and upper-income shoppers. Lower production yields, higher quality control measures and a smaller market generally lead to prices for organic or pesticide-free produce sometimes double those of traditionally grown produce.

As with any brand, customer confidence is crucial. While agriculture and food safety authorities have been working to develop formal standards, buying organic food remains a leap of faith in many cases.

Tops accepted only organic produce from suppliers with certification from the Agriculture or Medical Sciences departments, Mr Guttery said.

Produce received at the supermarket's distribution centre in Maha Chai are checked for pesticide residue to verify supplier claims. Quality assurance staff also examine audit trails from suppliers back to the farm.