In this episode of the long-running rural show, director and reporter Julian Cvitanovich visits the organic dairy farm of Gavin and Sheryn Fisher. From their base in Elstow in the northern Waikato, the Fishers explain the processes and benefits of going organic, as well as misconceptions about themselves and their methods. At the time of filming in 2007 Fonterra had only 70 organic suppliers out of over 12,000 herds, despite financial incentives to switch to organic. As Gavin Fisher puts it, organic farming can come with a "tree hugger" image, which can be off-putting for some Kiwi farmers.