Does the consumer really know best?

Yesterday's decision by the Soil Association to continue certifying organic produce flown in from abroad is a fillip for those who believe in consumer power. As a result of the ruling, after lengthy public consultation, consumers can still decide for themselves whether they wish to support organic farmers in developing countries who rely on air freighting their produce to the UK, or whether they prefer to boycott such produce due to environmental concerns about using planes to transport food. If the Soil Association had decided that it should withdraw certification from air-freighted food, then that choice would have been denied the consumer.