Organic food products are significantly more expensive than their generic counterparts. Organic, pesticide-free farming is less efficient and more costly than regular farming. This has proven to be a major obstacle for consumers who pursue an organic lifestyle. Nonetheless, the share of organic food retail sales has increased in recent years, although this growth appears to have come to a halt. The closing of the price gap between organic and generic food products would improve organic food sales, and consequentially advance the welfare of livestock.
As opposed to organic food, which refers to pesticide-free farming and animal-friendly slaughter, the determining factor in sustainable food is the environment. Sustainable farming aims to, on the one hand, minimize emissions of harmful gases, and on the other hand, increase the durability of the crop production on arable farmland. In Dutch supermarkets, sustainable food is easily recognized through stickers with official certifications. Sustainable behavior does not limit itself to the food industry in the Netherlands, it is a rising trend in all aspects of consumption.