Consumer demand for organically produced products, particularly for fruits and vegetables, is increasing all the time. Policy, too, is accelerating the growth of organic farming through a raft of corresponding targets. Converting to organic farming also makes financial sense for farmers, although not in the first few years. During the conversion phase, they produce crops following strict organic criteria but are not yet allowed to market the produce as organic. This is where the PENNY Junior-Helden product range and the idea of an EU-wide conversion label have stepped forward to bridge the gap.