Organic fruit and veg don't just contain more nutrients and fewer artificial chemicals, they are grown by a system that uses 26 per cent less energy than conventional farming.

At 750, it was a fairly inexpensive (in cosmetic surgery terms) way of knocking years off, plus the lack of artificial chemicals ensured natural results with fewer adverse reactions.

It eschewed artificial chemicals, was instantly soothing, and conjured up a world market for itself.

Both organisations require a minimum of 70% organic ingredients (farmed or produced without the use of chemical fertilisers, pesticides or artificial chemicals) before they will certify a product.

In one particularly famous experiment, young salmon were imprinted with artificial chemicals and were released into the wild to perform their normal migrations.