Organic fresh fruit sales rose by a third in 2001 as consumer demand for organic foods continues to strengthen in Britain. The latest strategic report by Organic Monitor  reveals that market revenues increased to US$199.1m in 2001. Widening availability of organic fruit in the multiples is driving market growth. The range of organic fruit has broadened significantly in the last few years, such that the organic fresh produce range in British supermarkets is now the most extensive in the world.