The Guadalhorce Rural Development Group has been comparing the prices of several fruits and vegetables grown by eco-friendly farmers in the Valley with those sold in three big supermarket chains – Eroski, Mercadona and Supercor. They said the latter were selling the same “conventional” products, that is, those not grown ecologically, at prices ranging from 100% to 300% higher. They said the difference was especially marked for lemons – 85 to 96 cents a kilo as opposed to €2.29-€2,99 in the supermarkets. Ecologically-grown cherries, onions and tomato and cucumber were also much cheaper. Several towns in the area now fold regular “ecological” market days. The one in Coín, for example, is held every third Saturday of the month and is increasingly popular with locals and visitors alike.