Consumer behaviour in the organic market has been the focus of numerous studies. However the research does not produce consistent results and fails to explain why around 60% of consumers switch between organic and conventional food on a regular basis. This article explores this ‘switching’ behaviour and identifies the need to look beyond reasons such as cost and availability. It then highlights inconsistencies that exist in this market and explores these using the concept of paradox. The aim is to provide insight into the complexity and ambiguity of consumers’ experiences in the arena of organic food. This is done through three studies exploring different perspectives on consumers and organic food in Canberra.