There is an increasing demand among consumers to know that the food they purchase is both safe and authentic. The adulteration or substitution of high value food with lower grade ingredients is of concern. Mislabeling of an inexpensive product as a valued brand, which is then sold on as a top grade product, can also be highly profitable, especially for foodstuffs that are associated with a certain geographical origin. This is often the case with wine, cheese, ham, olive oil, and honey. Together with DNA fingerprinting and testing for various organic markers, multielement profiling has been proposed as a method to establish the authenticity of foods.