UPDATE #1 (edited)
Ideally the logo need to be as self-explanatory as possible. I want to stir away from the general "organic" green leafy ideas. Although we are aiming to direct people to "organic" food, the logo needs to focus on the concept of the "way". Organic businesses are usually quite hard to find if you're not already in the organic scene or familiar with an area so the idea is to put them on the map for people to find and experience.
We want users to find their "way" quickly (if businesses are in their surroundings) rather than have to jump on Google and research for hours.
The service we provide is about "leading" people for a healthier safer food choice. Please stir away from including fruits, veggies in the logo. they usually do NOT convey the idea of our business which is showing the "path", mapping out and ranking potential business / food they seek.
Font and colours used have been slightly off brief. If you're going to use green, please use a "vibrant" shade of it because the whole dark green is starting to bore me. I can used inDesign and have done graphic design jobs in the past. If you are going to only put the name of the company in the logo, please don't bother. I can do that and it will be with a way better font. I came to 99Design to see what brilliant graphic designers could come up with. I can't draw or put icons together (don't have the talent nor the time) so if you have a brilliant arty idea for an icon (PLEASE NO MORE APPLES) please share the love.
I have updated 2 pictures -- one of a logo I like (the blue is awesome) + the other one (Earths Garden Organics) to show you the type of font I find worth using.
Please stop using backgrounds. As much as I appreciate you putting the logo in context, it's not helping your entries.
For ideas of vibrant colours, please refer to the "change makers festival" flyer uploaded in the contest profile.