Consumers of organic food are being urged to be more inquisitive about its quality if they want to make sure they are getting the "real" thing.
Booklets advise consumers on quality and authenticity of food
A team of researchers also recommends that shoppers tell retailers if they are satisfied or not with the products and the information provided on labels.
Dr Kirsten Brandt, of the University of Newcastle, is leading the project.
Three booklets to inform consumers about organic food quality and origins have been published by the university.
They cover taste, freshness and nutrients, authenticity and fraud, and safety and contamination.
The booklets, funded by the European Union, also urge consumers to be more adventurous and to try out a variety of organic foods.
Dr Brandt said: "Our earlier research found that many people buy organic because they want to avoid the current situation in mass food retail, where the majority of produce is anonymous.
"They want to know where their food comes from and ideally the person who has produced it.
"But many retailers are still not providing this information on their products, or not as much as consumers would prefer.
"Retailers want to know the views of consumers, so they can do something to provide the products that will sell well, and this is why it's important they open a dialogue."