Made from natural products such as wood resins, plant oils and earth pigments, organic paint does cost around £20 more per five-litre tin than normal petrochemical gloss but producers believe that it goes further.

It also licks an average household's carbon footprint by up to 30kg a year and tends to be better for those with allergies due to lack of chemical preservatives. Also because it eliminates these emissions, you can sleep in the room the day it's painted.