This clean eating lifestyle has become a movement, driven by the desire for a healthier diet, by mothers wanting natural food for their children and by young people who want to change our industrial food factories. The movement is a rising tide that can be harnessed to create customer loyalty. This movement is not restricted to the younger generation. The rising costs of healthcare are driving aging consumers to look for healthy, non-pharmaceutical avenues to improve their health. What started off as a movement for a younger generation, has now become a change of philosophy of how our diet affects our overall health as we age. This is what is driving the consumer to search for farm to fork products.