Laos is a landlocked country on the Indochina Peninsula and one of the poorest countries within ASEAN. However, its economy has been expanding at roughly 8% annually over the last 5 years creating larger numbers of affluent people. These consumers are concerned about their health and are prepared to pay around 20% more to purchase organic vegetables. With its long-standing tradition of natural cultivation, Laos is suited to organic agriculture because much of the land has not been contaminated with agrochemicals.