Vendors at the Karachi Farmers Market sit calmly in front of their stock of organic vegetables stacked neatly on tables. Customers stroll by, trying to gauge which table has the best produce. Men are dressed comfortably in shorts and jeans while women look casual yet stylish with their branded bags tucked under their arms and their sunglasses perched on top of their heads. Laughter of children running around can be heard over soothing music playing in the background. With omelettes being made at some stalls and some vendors selling fresh juices, the market looks like a food festival.
This is how a small group of people, who have switched to consuming organic food, spend their Sunday mornings. They believe organic vegetables will reduce the health risks non-organic ones expose them to. Most importantly, they are willing to pay extra.