U.S. consumers have grown more concerned about and aware of the conditions under which the goods they purchase are produced. This increased consciousness has lead to new models of production and consumption and a variety of alternative product labels with respect to environmental issues (e.g. Shade-Grown coffee), health (e.g. Organic bananas), animal treatment (e.g. Free-Range Chickens), and so on. Labels are intended to provide an easy way for consumers to know what products they can buy that reflect their values.