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At first, organic food comprised mainly fresh vegetables. Early consumers interested in organic food would look for chemical-free, fresh or minimally processed food. They mostly had to buy directly from growers: "Know your farmer, know your food" was the motto. Personal definitions of what constituted "organic" were developed through firsthand experience: by talking to farmers, seeing farm conditions, and farming activities. Small farms grew vegetables (and raised livestock) using organic farming practices, with or without certification, and the individual consumer monitored. Consumer demand for organic foods continues to increase, and high volume sales through mass outlets, like supermarkets, is rapidly replacing the direct farmer connection. For supermarket consumers, food production is not easily observable, and product labelling, like "certified organic", is relied on. Government regulations and third-party inspectors are looked to for assurance. A "certified organic" label is usually the only way for consumers to know that a processed product is "organic".