Question: Against the backdrop of Chinese consumers' fear of buying contaminated food, a new industry emerged in 2013. Online suppliers promised products directly from the farm. This followed a food scare surrounding contaminated rice and cooking oil. Two of the new businesses, COFO Ltd. And Shunfeng Express, are aiming to capture a market share of the 1.3 billion Chinese consumers in a position to pay for the premium and guaranteed range of organic products. Online sales of fresh produce reached $6.5 billion in 2013, which represented a growth in excess of 400 percent. Is it ethical to base a business model on fear?