In Belgium, they can be fussy about their food.
Discerning not only about its taste, but also about its origins.
"I think here in Belgium we are really aware of, we are very conscious about the goods we buy, fruits and vegetables. And we do indeed want to know where it comes from, definitely yes."
Where better to come from, then, than from directly above your head.
This is an urban farm in Ixelles, Brussels, and it's built on the roof of the local Delhaize supermarket.
"The products are harvested in the morning at eight o'clock and an hour later they're in the store. So clients appreciate the freshness of the product. They even tell us that they can keep the products a day or two longer in their fridge, so it's a very short chain. Harvested on the rooftop and sold directly in the store."
Work on the farm - a first for Belgium - started last Autumn.
Designed for permaculture - that is, sustainable, self-sufficient agriculture - it recycles water, recovers heat from its greenhouse and relies on solar energy where possible.
There are no pesticides or preservatives ....
Which for its gardeners - part of the firm, Vestaculture - presents its own challenges ...
Along with the location.
"We're in the city. We have a weight constraint on the roof so we have to try to accommodate that. And since we're in a rather artificial environment, we don't have a lot of biodiversity. So whenever there is a harmful species like aphids, we quickly get submerged as we can't rely on the surrounding nature to help."
This year, it's produced tomatoes, lettuce, strawberries and more.
The produce stacked and sold on the shelves below.
Freshness and flavour, guaranteed.