Entering a grocery store for a socially and environmentally minded person can be quite a stressful and trying experience. Should you buy that organic, free-range, cage-free, grass-fed, non-GMO, natural, fair-trade beef? How do you know if those chickens really are free to roam in bucolic pastures? How often are the organic farms audited? How do you know if the apple from New Zealand produced less fossil fuels compared to the local one? When the seemingly more ethical products cost up to twice as much as conventional ones, we end up staring at the shelves in a daze with recycle symbols and cheery looking Peruvian coffee growers circling our heads.