This is a recent press advert for the food department of London's most chic department store.
It shows fashionistas waiting for a catwalk parade of Herefordshire beef, Iberico pork and - no doubt - Dolce & Gabbana carrots.
The picture looks fab - the handbags a special turn-on for many, I know - but there is something weird and uncomfortable about this image.
Environmental activist George Monbiot may have put his finger on it when he wrote
Ethical shopping is in danger of becoming another signifier of social status. I have met people who have bought solar panels and wind turbines before they have insulated their lofts, partly because they love gadgets but partly, I suspect, because everyone can then see how conscientious and how rich they are.
Add in the fact that Blackrock, one of the world's biggest fund managers, has recently launched a £100m hedge fund that plans to buy up farmland across the U.K. to profit from booming food prices.
Throw in research that indicates that consumers who are interested in buying organic food are prepared to and do pay a modest premium - say an additional 15-20%.
Buy a load of electronic goods on your Barclaycard Breathe account: the new credit card that counters climate change.
Then stop to think.
I love consumerism.
But me, you, all of us do need to work out how we are going to become sustainable and resource-efficient, ideally before luxury goods manufacturers, credit merchants and mercantilist retailers turn "green" in to yet another opportunity to spend surplus capital or the exclusive grazing ground of the aspirational rich.
Why?
Because otherwise environmentally-conscious consumerism becomes yet another act of de-politicisation and there's a danger that we end up ignoring how we consume and spend resources and don't lead a more sustainable life.
