How The UK's Largest Organic Food Firm Biona Convinced Shoppers That Cheaper Isn't Always Better...

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If you frequently browse your supermarket's organic section, the likelihood that you've come across Biona products is high.

The company, which has a large foothold in the canned goods aisle, has become synonymous with the organic market.

With hundreds of products, and exporting to over 30 countries, they've helped to shape what has now become a billion-pound industry within an industry.

Their headquarters - tucked away on a residential street in south-west London - are as unassuming as their founders Noel McDonald and Donata Berger, who started the business from their restaurant kitchen.

While Biona might be a familiar presence on the shelves of most leading supermarkets, it took some time until it became accepted by a significant portion of shoppers.

Appetite for organic products was minimal when McDonald first became interested in organic farming in the 1970s.

After university, he joined a small commune off the west coast of Ireland before buying his own farm.

'After a number of years, I had a feeling it wasn't having any real impact on the world,' he tells This Is Money. 'It was just sorting out my own food supply but not changing anything.'