Due to a combination of increasing demand for agricultural products and the proliferation of bootleg pesticide products, pesticide use in the Vietnamese agricultural industry has skyrocketed in the last couple of decades. While consumers are continually demanding blemish-free, “commodified” products that are usually only achievable with the use of pesticides, there are also rising concerns amongst the public about the health effects of the food they are eating. Organic and gourmet markets have begun to spring up in cities across Vietnam in response to these concerns. In this study I hope to examine how products in these markets are labelled, specifically looking for recurring words or themes across a wide variety of products. By doing this I will be attempting to develop certain hypotheses about the major categories of concern amongst Vietnamese consumers regarding their food. I will then in turn visit normal supermarkets to see if these concerns are extending to products outside of the more expensive organic markets, as this could offer an insight into whether everyday consumers have equal opportunities to purchase safe, quality food.