Australians are increasingly interested in what they eat. Chefs are elevated to celebrity status, TV cooking shows attract big audiences, restaurants in Sydney and Melbourne are regularly rated among the world's best, and consumers understand the importance of quality ingredients and are increasingly willing to pay a premium for them.

However, Australians are also a lot busier. For families, living in cities such as Sydney is next to impossible without two incomes, while increasing amounts of traffic and a less-than-perfect public transport system makes getting the quality ingredients we now desire a chore.

One online retailer, The Organic Grocer, is satisfying these opposing trends. The Homebush-based company's website - http://www.theorganicgrocer.com.au/ - delivers certified organic produce to houses all over Sydney, from Mona Vale to Cronulla.

The company's owner, Sarmaad Amin, says the key to much of his success is the company's easy-to-use site, which is continually updated and is about to enter its fifth generation.

"We design the site ourselves and take all our own photos to ensure quality," says Amin. "When you design a site aimed at people looking to save time, it is vital that the interface is simple to navigate. And we use reliable encryption technology for security."

All the work, from photography to programming, is done in the company's offices, close to Flemington Markets.

When it goes live, the fifth-generation site will make online shopping even easier. It will feature improvements such as tracking software that will monitor customer's buying habits, and online shopping lists that will save busy users even more time.

While The Organic Grocer's weekly box of organic fruit and vegetables is its most popular line, the company sells a huge range of other items, from organic chickens to fruit preserves and personal-care items.

Editors: further information can be obtained from Sarmaad Amin on 1300 881 161.

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