The VillageGreenShop, your sustainable food enterprise

Food you can trust!


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“Eat food. Not too much. Mostly plants.”

Carrots, cabbage, Chokanan mangoes, potatoes

Carrots, cabbage, Chokanan mangoes, potatoes

Green tower romaine lettuce

Green tower romaine lettuce

romaine

Green Romaine

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Baby Carrots

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Arugula

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Padron Peppers

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Sugar beets

Gabi

Gabi

 

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Sweet Papaya

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Alugbati (Jute Vine)

Puso ng saging

Puso ng saging

 

Pechay

Pechay

 

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Cucumber

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Avocado

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Saba

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String beans

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Lady finger pepper

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Lemon grass

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Sayote greens

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Ampalaya (Bitter Gourd)

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Eggplant

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Squash

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Green Ice Lettuce

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Kale

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Calamansi

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Okra

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Tomatoes


Eat food. Not too much. Mostly plants.”
― Michael Pollan,
 In Defense of Food: An Eater’s Manifesto

No Pesticides Blackboard


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Harvest Offerings for the Christmas Season, 19th – 23rd December 2013

Christmas Tree 2013

Hello,

TheVillageGreenShop is fully stocked this Christmas Season. You can find our weekly staples of sustainably grown local and seasonal vegs and greens, and specialty vegs, pasture-raised and grass-fed meats, and dairy including wine, and natural bottled products. We also have new items such as gluten-free grains, different herb salts, low-fat yoghurt, lamb and other pickled items. Please check them below.

Due to traffic and over subscription of popular items we would like to advise our clients to pre-order before the 23rd December. Please check below our schedule for Christmas.

Delivery Schedules Christmas 2013Cheers!

 

*Available every market day but booking is needed. Also some items may not be available due to season or weather.  Perishable items such as salad greens, vegs and fruits are available either Monday, Thursday or Saturday market days only.

IMG_1600

 

Rice

  • Brown heirloom rice
  • Kalinga Unoy chocolate rice*
  • Kalinga Unoy red rice*

Roasted Mongo Beans*

  • Black
  • White
  • Green
  • Mongo- green
  • img816Crushed – assorted colour

Eggs*

  • Brown
  • Golden salted eggs (soaked in turmeric spice)

Bottled and other natural items*

  • Wild raspberry dressing
  • Hibiscus vinaigrette
  • Arugula pesto
  • Peanut butter
  • Vinegar infused with aromatic organic herbs & spicesimg949
  • Wild honey
  • Herb & cheese spread
  • Unbleached and unprocessed sea salt
  • Variety of jams – coco jam and pineapple
  • Tortilla chips using organic corn
  • Sweet potato chips – NEW
  • Muscovado sugar
  • Sulu Coffee (Arabica beans from Sulu)
  • Kapeng barako – NEW
  • Smoked bangus – NEW
  • Organic bangus sardines
  • Tablea
  • Hot curry sea salt – NEW
  • Garden Herb Salt – NEW
  • Paprika seasalt – NEW
  • Kaffir Lime sea salt – NEW
  • Sage sea salt – NEW Christmas gifts

 

Wine

  • Honey wine
  • Bugnay wine

Salad Greens (Depends on what’s available)*

  • Arugula
  • Mizuna
  • Green ice
  • Mix Salad Greens (combination of 3 or 4 types depending on the season)

Herbsromaine

  • Coriander – NEW
  • Ginger
  • Basil
  • Turmeric
  • Lady finger pepper
  • Lemongrass
  • Red onion
  • White onion

Pakbet Mix

  • Bitter gourd (ampalaya)img273
  • Eggplant
  • Lady finger (okra)
  • Squash (calabasa)
  • String beans (sitaw)
  • Saluyot
  • Tomatoes

Green & Leafy Veg

  • Kale
  • Paco Fern
  • Squash greens and blossoms
  • Chinese Kangkong20130810_100406
  • Malunggay
  • Dahon ampalaya
  • Jute Leaves (Saluyot)
  • Jute Vine (Alugbati)
  • Spinach
  • Mustasa
  • Native/Chinese pechay
  • Talbos camote
  • Talinum
  • Saluyot

Other Vegs and root crops*

Saba, eggplant, lemongrass, ginger

Saba, eggplant, lemongrass, ginger

 

 

  • Baby carrots
  • Baguio beans
  • Cabbage
  • Camote
  • Celery
  • Cucumber
  • French beans
  • Gabi
  • Green papaya
  • Labanos
  • Mongo
  • Onion leeks
  • Patola
  • Peanut
  • Puso ng sagingluscious arugula
  • Regular carrots
  • Saba
  • Sugar beets
  • Upo
  • Yakon

 

Poultry

 

  • White chicken*
  • Native chicken*

 

Grassfed beef *

 

  • Knuckle bone
  • Ox tail
  • Ox tongueNative Chicken
  • Ox feet
  • Tenderloin
  • Sukiyaki
  • Ground lean
  • Ground sirloin
  • Ribeye
  • Stew
  • Kenchi

 

Pasture-raised Pork

  • Pork ground lean
  • Pork sukiyakiIMG_1591

Grass fed cured meat (no nitrate, No MSG, 100% grass fed)

  • Longganisa
  • Garlic sausage
  • Herb sausage
  • Sweet tapa
  • Tocino
  • Canadian bacon
  • Burger patty
  • Pork Bacon
  • HamIMG_1678

Lamb – NEW

  • lamb kebab cubes
  • Lamb shoulder chop
  • Lamb chop

Dairy Products*

  • Fresh cow’s milk
  • Carabao Milk in choco or Plain flavour 1 litre
  • Probiotic drink
  • Mozarella
  • Kesong puti
  • Butter
  • Carabao cream cheese
  • Low fat Yoghurt – NEW

·       

Many thanks.

Contact us at 0927 675 5199/villagegreenshop@btinternet.com

 No Pesticides Blackboard


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Harvest Offering, 12th – 14th December 2013

Hello,

TheVillageGreenShop is fully stocked this weekend, 14th December. You can find our weekly staples of sustainably grown local and seasonal veg and greens, and specialty vegetables, pasture-raised and grass-fed meats, and dairy including wine, and natural bottled products.  We also have new items such as gluten-free grains, different herb salts, low-fat yoghurt, lamb and other pickled items. Please check them below.

Due to perishable nature of majority of our items and we don’t want to waste food so what’s available are only pre-ordered items each week.The vegs, salad and leafy greens are picked to order for you so we appreciate if you can please let us know any time until Wednesday, 11:00 am is cut off?

Cheers!

*Available every market day but booking is needed. Also some items may not be available due to season or weather.  Perishable items such as salad greens, vegs and fruits are available either Monday, Thursday or Saturday market days only.

Rice

  • Brown heirloom rice
  • Kalinga Unoy chocolate rice*
  • Kalinga Unoy red rice*

Roasted Mongo Beans*

  • Black
  • White
  • Green
  • Mongo- green
  • Crushed – assorted colour

Eggs*

  • Brown
  • Golden salted eggs (soaked in turmeric spice)

Bottled and other natural items*

  • Wild raspberry dressing
  • Hibiscus vinaigrette
  • Arugula pesto
  • Peanut butter
  • Vinegar infused with aromatic organic herbs & spices
  • Wild honey
  • Herb & cheese spread
  • Unbleached and unprocessed sea salt
  • Variety of jams – coco jam and pineapple
  • Tortilla chips using organic corn
  • Sweet potato chips – NEW
  • Muscovado sugar
  • Sulu Coffee (Arabica beans from Sulu)
  • Kapeng barako – NEW
  • Smoked bangus – NEW
  • Organic bangus sardines
  • Tablea
  • Hot curry sea salt – NEW
  • Garden Herb Salt – NEW
  • Paprika seasalt – NEW
  • Kaffir Lime sea salt – NEW
  • Sage sea salt – NEW

Wine

  • Honey wine
  • Bugnay wine

Salad Greens (Depends on what’s available)*

  • Arugula
  • Mizuna
  • Green ice
  • Mix Salad Greens (combination of 3 or 4 types depending on the season)

Herbs

  • Coriander – NEW
  • Ginger
  • Lemongrass
  • Red onion

Pakbet Mix

  • Bitter gourd (ampalaya)
  • Eggplant
  • Lady finger (okra)
  • Squash (calabasa)
  • String beans (sitaw)
  • Saluyot
  • Tomatoes

Green & Leafy Veg

  • Kale
  • Paco Fern
  • Squash greens and blossoms
  • Chinese Kangkong
  • Malunggay
  • Dahon ampalaya
  • Jute Leaves (Saluyot)
  • Spinach
  • Mustasa
  • Native/Chinese pechay
  • Talbos camote
  • Talinum
  • Saluyot

Other Vegs and root crops*

  • Baby carrots
  • Baguio beans
  • Cabbage
  • Camote
  • Celery
  • Cucumber
  • French beans
  • Gabi
  • Green papaya
  • Labanos
  • Mongo
  • Onion leeks
  • Patola
  • Peanut
  • Puso ng saging
  • Regular carrots
  • Saba
  • Sugar beets
  • Upo

Poultry

  • White chicken*
  • Native chicken*

Grassfed beef *

  • Knuckle bone
  • Ox tail
  • Ox tongue
  • Ox feet
  • Tenderloin
  • Sukiyaki
  • Ground lean
  • Ground sirloin
  • Ribeye
  • Stew
  • Kenchi

Pasture-raised Pork

 

  • Pork ground lean
  • Pork sukiyaki

 

Grass fed cured meat (no nitrate, No MSG, 100% grass fed)

 

  • Longganisa
  • Garlic sausage
  • Herb sausage
  • Sweet tapa
  • Tocino
  • Canadian bacon
  • Burger patty
  • Pork Bacon
  • Ham

 

Lamb – NEW

  • lamb kebab cubes
  • Lamb shoulder chop
  • Lamb chop

Dairy Products*

  • Fresh cow’s milk
  • Carabao Milk in choco or Plain flavour 1 litre
  • Probiotic drink
  • Goat cheese or Chèvre *
  • Mozarella
  • Kesong puti
  • Butter
  • Carabao cream cheese
  • Low fat Yoghurt – NEW

·       

Many thanks.

Contact us at 0927 675 5199/villagegreenshop@btinternet.com

 No Pesticides Blackboard


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Harvest Offerings on Thursday (7th November) and Saturday(9th November)

Please check out our harvest offerings on Thursday (7th November) and Saturday (9th November) which you can pre-order starting today until Wednesday, cut off is 11:00 am.  We are also offering subscription for November through December harvest.  

*Available everyday every market days but booking is needed. Also some items may not be available due to season or weather. Perishable items such as salad greens, vegs and fruits are available either Monday, Thursday or Saturday market days only.

Rice

  • Brown heirloom rice
  • Kalinga Unoy chocolate rice*
  • Kalinga Unoy red rice*

Roasted Mongo Beans*

  • Black
  • White
  • Green
  • Mongo- green
  • Crushed – assorted colour

Eggs*

  • Brown
  • Golden salted eggs (soaked in turmeric spice)

Bottled and other natural items*

  • Wild raspberry dressing
  • Hibiscus vinaigrette
  • Arugula pesto
  • Peanut butter
  • Vinegar infused with aromatic organic herbs & spices
  • Wild honey
  • Herb & cheese spread
  • Unbleached and unprocessed sea salt
  • Variety of jams – coco jam and pineapple
  • Tortilla chips using organic corn
  • Sweet potato chips
  • Muscovado sugar
  • Sulu Coffee (Arabica beans from Sulu)
  • Tablea

Wine

  • Honey wine
  • Bugnay wine

Salad Greens (Depends on what’s available)*

  • Arugula
  • Romaine
  • Mizuna
  • Green ice
  • Mix Salad Greens (combination of 3 or 4 types depending on the season)

Herbs

  • Ginger
  • Basil
  • Turmeric
  • Lady finger pepper
  • Lemongrass
  • Red onion
  • Mint
  • Oregano
  • Rosemary
  • Kaffir lime leaves

Pakbet Mix

  • Bitter gourd (ampalaya)
  • Eggplant
  • Lady finger (okra)
  • Squash (calabasa)
  • String beans (sitaw)
  • Saluyot
  • Tomatoes

Green & Leafy Veg

  • Kale
  • Paco Fern
  • Squash greens and blossoms
  • Chinese Kangkong
  • Malunggay
  • Dahon ampalaya
  • Jute Leaves (Saluyot)
  • Jute Vine (Alugbati)
  • Spinach
  • Mustasa
  • Native/Chinese pechay
  • Talbos camote
  • Talinum

Other Vegs and root crops*

  • Baby carrots
  • French beans
  • Gabi
  • Green papaya
  • Labanos
  • Mongo
  • Puso ng saging
  • Saba

Fruits

  • Calamansi
  • Red lady papaya
  • Saging Vulcan
  • Guabano
  • Dragon Fruit
  • Dayap

Poultry

  • White chicken*
  • Native chicken*

Grassfed beef *

  • Knuckle bone
  • Ox tail
  • Ox tongue
  • Ox feet
  • Tenderloin
  • Sukiyaki
  • Ground lean
  • Ground sirloin
  • Liver
  • Ribeye
  • Stew
  • Kenchi
  • Shank

Pasture-raised Pork

  • Pork belly
  • Pork ground lean
  • Pork steak
  • Pork chop
  • Pork ribs
  • Pork sukiyaki

Grass fed cured meat (no nitrate, No MSG, 100% grass fed)

  • Longganisa
  • Garlic sausage
  • Sweet tapa
  • Tocino
  • Canadian bacon
  • Burger patty
  • Pork Bacon

Lamb

  • Lamb kebab cubes
  • Lamn shoulder chop
  • Lamb chop

Dairy Products*

  • Fresh cow’s milk
  • Carabao Milk in choco or Plain flavour 1 litre
  • Probiotic drink
  • Goat cheese or Chèvre *
  • Mozarella
  • Kesong puti
  • Butter
  • Carabao cream cheese

·        Many thanks.

Contact us at 0927 675 5199/villagegreenshop@btinternet.com


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Meatless Monday

romaineMeatless Monday is a great low impact campaign to care for the environment and to kick off a plant based nutrition.   Since it was launched 10 years ago in the US,  a poll conducted said 39 percent said they eat less meat than they did three years ago.

Why Monday? “Because several studies have demonstrated that people are more likely to try to quit smoking, begin a diet or exercise regimen, schedule doctors’ appointments or adopt other healthy behaviors on Monday than any other day.”

Monday being a market day at TheVillageGreenShop, we thought of creative ways to celebrate a plant powered day!

  • Juicing – 80% veggies + 20% fruits (throw in some spice like ginger, basil, cilantro or lemon grass perhaps)
  • We would like to reduce food waste so we are also issuing green deal coupons for any abundant leafy green and veg produce for the week to ensure that they make it to  table.  If you are a restaurant, community of households or simply cooking a big pot for a special occasion check this out!
  • Legumes and tofu are great source of protein and perfect for any type of veg.

Cheers.


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What is Good Food

IMG_1566

 

Healthy – Real and living food. No pesticides, no fungicides, no GMO, no hormones and no antibiotics.

Fair         – We share with the farmers the “wealth” they create by buying the produce cash and at a moral price.   We don’t haggle for a bargain.

Accessible & Affordable – Our local food drops and subscription and pre-order including the group-buy together model enable us to bring the price further down.  Watch out for green deal coupons which we are launching soon.  These are abundant local  seasonal organic items waiting to be snapped at a bargain!

Sustainable – from production to distribution we ensure that we reduce  cost and damage to the environment.

 

 

 

 

 

Adapted from the Michigan Good Food Charter

 

 


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Pure milk

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We are delighted with the brand new look of our carabao’s milk but more than that it’s the quality, pureness and nutrition sealed in this new package design.  It comes in handy and easy-to-store food grade plastic container and tamper proof caps to ensure freshness and wholeness of the  milk.

Last week we gave away free samples to parents and children and we are glad they love the taste and longer shelf life.  Many thanks to those who sent their excellent feedback!

For those who enquired for extra bottles, you can place your order until Tuesday, that’s tomorrow, cut off is 12:00 nn so you can pick it up on the 15th September!  You may contact us at 0927 675 5199/villagegreenshop@btinternet.com if you would like to try first or subscribe.

Many thanks.

 

20130906_211115


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Cooking brown rice perfectly

Brown Mountain Rice

Brown Mountain Rice

TheVillageGreenShop sells organic brown mountain rice.  It is rounder in shape, lighter in colour and flavourful and fluffier if cooked perfectly.  In order to achieve the same quality we would like to share some tips from our favourite healthy cooking site Eating Well for some advise.

How to Cook Brown Rice & Wild Rice: Rice to Liquid Ratio, Time and Directions

 

Grain
(1 Cup)
Liquid
(water/broth)
Directions Yield
Brown Rice 2 1/2 cups Bring rice and liquid to a boil. Reduce heat to low and simmer, covered, until tender and most of the liquid has been absorbed, 40-50 minutes. Let stand 5 minutes, then fluff with a fork. 3 cups
109 calories; 23 g carbohydrate; 2 g protein; 2 g fiber.
Wild Rice At least 4 cups Cook rice in a large saucepan of lightly salted boiling water until tender 45-55 minutes. Drain. 2-2 1/2 cups
82 calories; 17 g carbohydrate; 3 g protein; 1 g fiber.

Completing the process is the resting period for at least 5 minutes with the lid on. Food-science expert Harold McGee says this “resting period” allows the grains of rice to cool and become firm, so that the rice doesn’t break when scooped from the pot. Once rested, fluff rice with fork, and you should have a light and aromatic final product!

Please read complete article here.

 


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Where your food comes from, who produce it and how it was produced

One of the things that we would like to do is to create awareness in consumers about where their food comes from, who produce it and how it was produced and to understand the consequent impact and implication of our food choices and decisions to our health and environment.

At TheVillageGreenShop we designed our business model to ensure that we are transparent about the crucial details of the food we bring to your table.

So we are delighted to introduce to you the organic farm in Tarlac that feeds a growing community of subscribers in Metro Manila.  Roughly it is about 75 miles away from Metro Manila.  Distance matters to food.  Did you know that the bulk of the cost of food you buy from supermarket is transport? Because some items especially if they are not in season and local are transported by air to bring to your local community.  So we encourage you to reduce food miles by eating seasonal and local food and to collaborate in consumption (group-buy) just like how some communities buy from us at the same time each market day.

Tarlac is quite a comfortable distance that allows farmers to pick and harvest veg, fruits and greens early morning and transport them to us at 9 am each market day and enables us to deliver farm-fresh produce to your door.  That is farm-to-table real food that is only possible if you subscribe and group-buy so we can deliver to your doorstep fresh and vibrant pre-ordered produce straight from the farm, avoid any production wastage and inventory surplus, and ensure a stable & affordable price . This is quite the opposite model in traditional supermarket food shopping hence we are not surprised why their organic produce which seem more than a week old but nonetheless is about 100% to 200% higher because transport and allowance for spoilage are hidden cost that are passed on to consumers.

Our visit to the farm was timely as it coincided with mid-year assessment.  They are looking how to embed resilient structure in the farm and weather climate change, align production with growing demand, transform conventional farmlands in the country side into organic farms, involved the farmers in the organic certification through participatory guarantee system.

This farm started small but through the years of unfaltering campaign for healthy and sustainable lifestyle the result took off and generated buy in from a growing community of subscribers. TheVillageGreenShop is one of their committed campaign-partners and delivery channels of low carbon and sustainable lifestyle.

We would like more and more people to rethink their eating and food shopping habits.  It will make a massive difference to your health and the health of your family and our planet.

Mountain Rice

Mountain Rice

Real food grows on living soil.

Real food grows on living soil.

Seedlings of salad greens and leafy veg

Seedlings of salad greens and leafy veg

Seedling tray of Kale

Seedling tray of Kale ready for transplanting.

Worm bed that provides nutrient-rich fertiliser for plants and soil.

Worm bed that provides nutrient-rich fertiliser for plants and soil.

Heaps of carabao manure that fertilises the soil.

Heaps of carabao manure that fertilises the soil.

Fertilisers in ceramic jars.

Fertilisers in ceramic jars.

Ready for transplanting.

Grass clippings as a mulch for plants. Why? conserves moisture, prevent weed growth, cool the soil and add organic material to the soil.

Grass clippings as a mulch for plants. Why? conserves moisture, prevent weed growth, cool the soil and add organic material to the soil.

Leaves emerging.

Leaves emerging.

This 9 feet deep well  irrigates the soil but more than that it's the hard physical labour of harvesting water.

This 9 feet deep well irrigates the soil but more than that it’s the hard physical labour of farmers that keeps this water flowing off the well through the soil.

Water is pumped from the well and stored in these containers.

Water is pumped from the well and stored in these containers.

Different varieties of green leafy veg

Greenhouse for lettuces and herbs.

Greenhouse for lettuces and herbs.

Rows of calamansi grow alongside a barrier.

IMG_1576

Rosie, our harworking assistant is in charge of packing, sorting out the produce once it gets to us and dispatching your orders.

Soil is enriched of natural nutritional fertilizer so it meet your needs.

True leaves are emerging from this seed tray of romaine.

True leaves are emerging from this seed tray of romaine.

As we recommended the farm will bring back all the herbs that you will enjoy: dill, tarragon, thyme, rosemary.  In this photo, ashitaba is coming in strong.  The plant is used for “heartburn” (gastroesophageal reflux disease, GERD), stomach ulcers, high blood pressure, high cholesterol, gout, constipation, and hay fever. It is also used for cancer, smallpox, fluid retention, blood clots, and food poisoning. Women use it to increase the flow of breast milk. The fresh leaves and dried powder are used as food.

The farm will replant all the herbs that they got rid off because they don’t know who will eat them. Expect dill, tarragon, thyme, rosemary, etc. next harvest season In this photo, ashitaba is coming in strong. The plant is used for heartburn, stomach ulcers, high blood pressure, high cholesterol, gout, constipation, and hay fever. It is also used for cancer, smallpox, fluid retention, blood clots, and food poisoning. Women use it to increase the flow of breast milk. The fresh leaves and dried powder are used as food.

Soon carrots will be a regular feature in our weekly produce offerings.

Soon carrots will be a regular feature in our weekly produce offerings.

Ferns are new addition to our weekly green leafy offerings.

Ferns are new addition to our weekly green leafy offerings.

One way to enjoy (yes, cheaper) organic food is to eat produce in season. Calamansi is in abundance this season.

One way to enjoy (yes, cheaper) organic food is to eat produce in season. Calamansi is in abundance this season.

This 3 feet red lady papaya is not just a beauty but is bounty aplenty of anti-oxidant, Vitamin E and E and folate.

This 3 feet red lady papaya is not just a beauty but is bounty aplenty of anti-oxidant, Vitamin E and C and folate.

Soon we will be offering our own native and white chickens, and ducks too including pastured pork.

Native chickens are fed outdoors.


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Can you afford not to eat organic food?

These red juicy tomatoes make my day!

These red juicy tomatoes make our day!

It is a common perception that organic food is out of budget even for a small family. Hence we at TheVillageGreenShop designed our business model as subscription, collaborative consumption (group-buy), and pre-ordered to ensure that we account for our customers’ needs and projected growth at the growing season, and reduce any wastage and inventory.  We devise schemes (susbcription or cornucopia) just so any average family can take advantage of the nutritional benefit of eating healthy farm fresh produce weekly.

So when we ask friends around why they can’t abandon denatured food and where do they get their weekly supply of veg, salad greens, dairy and meat produce and tell us that they get it from wet market or supermarkets or corner stores we inform them about the benefits and advantages of buying their food locally and knowing where their food comes from, who produce it  and how it was produced including knowing the derivation of ingredients.  Access to information makes the difference on how we make decisions about our food choices which has consequent impact to our health and the health of our family.

Over the long weekend we stalked supermarket aisles to check how our organic produce compares with big supermarkets.  We were surprised about what we have found: 

  • Salad greens like arugula, romaine, lollorosa, frilise, mizuna, green ice, ice berg which looks like a week old on the
    So fresh and crisp!

    So fresh and crisp!

    chiller but nonetheless has a price tag that is 100% to 200% higher in supermarkets than our farm fresh varieties.

  • Our organic green leafy veg such as chinese kangkong, native pechay, spinach, camote greens, saluyot, alugbati, moringa, squash leaves, fern, mustard greens, etc are so dirt cheap at P75 and P120 per kilogram depending on the season which is about the same price as the supermarket’s conventionally grown veg while their organic counterparts sell between P 250 and P 350.00 per kilo!
  • Squash, eggplant, ampalaya, okra, tomatoes are about 80% and 100% higher.

We are not surprised why supermarkets sell their organic produce higher than ours:  unsold bags of items including wastage and spoilage are hidden cost and pass on to consumers,  convenient air conditioned supermarket facility  not to mention transport are added on to the retail price!

Eating whole foods and subscribing to healthy lifetyle is just like buying an insurance or investing in capital assets. Not many people might want to shift to healthy foods straight away because denatured or not organic food fills stomach just the same or the reliability of investment in good health is not percievable today. It so hard to see the  health dividends especially if the impact is achieved slowly overtime.  However consumers may not realise that eating processed food, MSG enriched, sweet and transfatty food and other pesticide sprayed and hormone and antibiotic injected food can harm our health overtime too.  It is much harder to put your money on doctors, medicines and check in hospitals one day.