A new restaurant whose prices are relatively high, promotes itself to customers by stating that its food is organic, and its food does not contain artificial flavourings, powdered chicken or meat that has been injected with hormones. Some people have criticised the use of such additives and ingredients, for example on the grounds of impact on health. Most other competing restaurants do not make these claims. Using course concepts explain why this restaurant is making these claims and discuss the benefits to the restaurant in doing so.