Fresh and Organic' is a local shop and they advertise in the local newspapers that they sell vegetables that are fresh from their own farm and that all produces sold are 100% organic. The shop is very popular among the customers who love healthy eating even though they pay higher prices for any item they buy from 'Fresh and Organic'. However, a disgruntled employee of the shop informed the Australian Competition and Consumer Commission (ACCC) that much produce sold at the shop is neither 'fresh' nor 'organic' as claimed.

Upon an investigation by the ACCC, it is revealed that in fact almost 30% of the fruit is frozen for some time before being sold. They also find that chemical fertilizers are used for certain types of vegetables and they also use pesticides occasionally as well.

Required:

IRAC Rules

Identify and explain the most relevant provision of the Australian Consumer Law that ACCC can rely on to take an action against the shop? Discuss at least one case briefly that may be relevant.