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Online Flower Delivery UK Corporate Gifts Welcome to Waitrose Organics Direct. Long before most people had even heard of the term 'organic farming', a few smallholders across the UK were awarded organic certification by the Soil Association. They then sold their organic food produce to local chefs and markets. These natural food producers have gone from strength to strength, today supplying Waitrose Organics Direct with the organic food we sell in our stores today. Organic farming aims to produce wholesome natural food in ways that preserve and put something positive back into the natural environment.