Would you be interested in hearing about a new way of food shopping which both pays the farmer fairly and also insists upon environmentally friendly practices in agriculture? Those are the sort of decisions consumer power can make happen - and now it's possible thanks to a new concept which was originally born in France 5 years ago. There, the English name is Who's The Boss - in the UK it's called The Consumer Brand - and the first product has now been launched. Martin Hesp talks to the people behind the iniative...