Goede Waar & Co (formerly the Alternative Consumers League) is a consumer organisation supporting the critical, environmentally aware consumer. The general goal is a sustainable and just society. Until recently the organisation focused on supporting and critically following organic agriculture and the market for organic food products. But at present attention has shifted from alternative to critical consumerism; to meet the wishes of the consumer who requests clear and objective information on the origin of products and production methods for food, clothes and gene technology. Goede Waar & Co conducts research, organises campaigns and disseminates information. Apart from the quality and health aspects of products, it pays attention to environmental aspects, labour conditions, political or other forms of repression, the treatment of animals and advertising.