Consumers’ food consumption patterns are changing rapidly. Consumers are becoming more sophisticated and concerned about the food they consume. They tend to consume food that is nutritious, healthy, safe and friendly to the environment and animals. Thus, having a clear understanding about their needs and purchase behaviours will give you the competitive edge in the market. Find out what customers like or dislike with regards to farming methods, use of pesticides, storage and packaging, brand trust, etc including their attitudes towards organic agricultural produce.