Organic sales are on the rise in Europe. But, for some consumers, the price premium charged by the sector acts as a barrier. According to Alara Wholefoods founder Alex Smith, organic manufacturers need to make ‘affordability part of the conversation’. The European market for organic food continues to grow. According to FiBL, the Research Institute of Organic Agriculture, sales reached €45bn in 2019 with a growth rate of 8% in the region. In the decade 2010-2019, the European market value has more than doubled, the organisation noted. Increased farmland dedicated to organic production also follows this upward trajectory. Between 2010 and 2017, organic farmland increased by 70%, data from Eurostat demonstrates.