With increasing evidence that organic fruit and veg is more healthy than the conventionally farmed variety, it's enough to make you stock up on organics the next time you pop down to the supermarket. But what if the selection of organic fruit and veg on those fluoro-lit shelves is - at best -woeful? The answer, it seems, is - as just about everything else these days - on the Web.

With the increased uptake of broadband and advances in online security, Australians have embraced the idea of online sales with gusto. We have the third highest number of online shoppers in the world. And organic produce is no exception. The growing ranks of organic online retailers operating throughout Australia have set up shop in the cyber world to do the hard yards for you - handpicking the finest and freshest seasonal organic produce and delivering it to your door.

Most of the people behind these burgeoning family businesses started out as conscientious consumers, frustrated that there wasn't a one-stop shop for high-quality sustainable food. "We started looking into where we could buy organics for ourselves around the time when our son started eating solids," says Sarah Butler, co-founder of Melbourne-based organic retailer Organic Angels. "We couldn't find a company that met our needs." So in mid-2006 Sarah and her husband Scott opened their own online business.

How does the service work?

Each organic provider has their own ordering process, but they all endeavour to provide a quick, convenient and high-quality service. The primary method of ordering is online; however, many providers allow you to phone, fax or email your order through. Alternately you can place a standing order, delivered weekly or fortnightly. Naturally this order will be subject to what's in season and shoppers might be asked to substitute items accordingly.

If you're not savvy about what's in season, you can ask the experts to make up a box of their best for you. Most services offer three options at various price ranges, including boxes containing fruit, veg, or a mix of the two. Sydney- and Melbourne-based business organicfood.com.au, offers three staple boxes: the 'classic', 'eat your greens' and 'fruit fantasy'.

"People love variety and to try different things that maybe they wouldn't buy themselves," says owner Amanda Fraser. It's important to ask what your online store's policy is when it comes to sourcing locally, organic certification and seasonal produce, to make sure their values align with yours. Santucci says he always tells customers about his suppliers because "trust in the organic industry is such a big thing".

Meanwhile, some operators welcome customers onto the farm to see the land where their food has come from. Ully and Werner Fritsch run one such farm near Serpentine in WA, selling certified organic produce direct to the customer through their Freshline Organics website and holding regular 'open days'.

Next stop, the world

Over the past ten years the big supermarket chains have increased their range of organic produce, but most of the online operators don't see this as a threat. "Continuity of supply is a key demand [for] large-scale supermarkets, so most of them won't bother stocking items that may not be available beyond the next week or two," says Fritsch.

Others argue that supermarkets aren't sustainable because they don't specialise in organics or support local growers and they use excessive packaging. According to Butler, "The underlying issue with supermarkets is that they are inconsistent with their range of organic produce."

The smart money is on the online organics suppliers being around for the long haul. Online shopping and organic food have both been identified as growth areas, which is a positive for the consumer because the increase in demand is likely to lower prices and create more of a level playing field.

It's also a positive for the suppliers who can increase their market share. "With a shop alone I can only service people in a five kilometre area but now that I'm online I can service the world," says Santucci.

Butler's view is a little more cautious: "I hope that it will evolve in a positive way and it doesn't just become about the money the industry is making, but about caring for the environment, sustainable living, healthy eating and supporting Australian producers."

Written by Andrea Cally. Originally published in G Magazine.