Today's natural product shopper is quite often looking for more than just the best deal on the goods they buy. Of course, price is important especially in challenging economic times. Yet, we're seeing a greater number of people who have elevated consciousness regarding the products they buy. They want to know what's behind the product, how is it produced, who are the growers, how was it processed, etc. For some, this quest for knowledge might seem excessive, but if these products command a premium, they will have to stand up to greater scrutiny.