The fastest–growing food segment in Europe and America. Organic food is cultivated and processed without the use of any chemicals, including fertilizers, pesticides (in some cases, permission may be sought to use botanical pesticides under restricted conditions), artificial colourings, flavourings and additives. The primary strategy of organic farmers is to prevent disease by building healthy soils as healthy plants are better able to resist disease and insects. Theoretically organic food should taste better as it has not been artificially encouraged to grow faster or bigger. This is not always the case, nor is it the point for many who seek out organic food. The major advantage for them is sustainability: farming and manufacturing practices that do not permanently and irreversibly harm the environment. Organic food is more expensive than non– organic because it must meet strict regulations, so generally, organic farming is more management and labour intensive and the farms tend to be smaller.