Greener greens?

I read in the paper yesterday that Konsum (one of the main Swedish food chains) has reported a 49% rise in sales of ecological produce during the last five months - now around 6.5% of total food sales.
It seems to be a virtuous spiral because the choice of ecological goods on offer seems better every week. In fact the sad part of the report is that increasing sales are leading to increased imports to meet demand...
A nice touch as a customer is the way the bill highlights the green items you bought and gives you a sub-total.