Meaning: 'Lucrative' means producing a great deal of profit or financial gain, making it an attractive business opportunity.

Wrong options:

• prosperous: While 'prosperous' refers to being successful or thriving, it does not specifically imply financial gain in a business context as 'lucrative' does.
• wealthy: 'Wealthy' describes a state of having a lot of money, but it does not directly relate to the profitability of a business venture.
• commercial: 'Commercial' relates to commerce or business in general but lacks the specific connotation of being profitable that 'lucrative' provides.

Correct answer: ridding

Explanation: The word 'ridding' is appropriate here as it indicates the action of removing unwanted substances, fitting the context of eliminating artificial additives from foods. It is grammatically correct as it aligns with the past tense used in the sentence.

Meaning: 'Ridding' means to free or remove something undesirable, in this case, artificial additives from foods.

Wrong options:

• depriving: 'Depriving' implies taking something away from someone, which does not fit the context of removing additives from foods.
• removing: While 'removing' is a synonym for 'ridding', it does not fit the grammatical structure of the sentence as well as 'ridding' does.
• seperating: 'Separating' suggests dividing or keeping apart, which does not convey the same meaning of elimination as 'ridding' does.

Correct answer: won

Explanation: The word 'won' fits grammatically and contextually as it indicates successfully persuading shoppers to adopt environmentally friendly practices. It aligns with the passive voice used in the sentence, indicating that shoppers are being influenced positively.

Meaning: 'Won' in this context means to gain someone's favor or support, particularly in terms of changing their behavior towards being more environmentally conscious.

Wrong options:

• carried: 'Carried' implies physically moving someone, which does not fit the context of persuading shoppers.
• urged: While 'urged' suggests encouragement, it does not fit the passive construction of the sentence as effectively as 'won'.
• taken: 'Taken' does not convey the idea of persuasion or influence, making it unsuitable in this context.

Correct answer: on

Explanation: The preposition 'on' is appropriate here as it indicates the responsibility or directive for shops to take action, fitting the context of opening new branches. It aligns with common usage in phrases like 'called on to' which indicates a request or demand.

Meaning: 'On' in this context means to be tasked or requested to do something, specifically to open new branches.

Wrong options:

• out: 'Out' does not convey the correct meaning of being called to action in this context.
• in: 'In' does not fit the context of opening branches as it suggests inclusion rather than a directive to act.
• up: 'Up' does not appropriately indicate the action required of the shops in this context.

Correct answer: turn

Explanation: The verb 'turn' fits grammatically and contextually as it describes the action of rejecting or showing disdain towards something, which is what shoppers would do if 'green' goods are more expensive. It aligns with the idiomatic expression 'turn their noses up'.

Meaning: 'Turn' in this context means to reject or show disapproval, particularly in relation to the higher cost of goods.

Wrong options:

• throw: 'Throw' does not fit the context of rejecting something in this manner; it implies a physical action rather than a figurative one.
• raise: 'Raise' does not convey the idea of rejection and is not commonly used in this context.
• toss: 'Toss' implies a physical action of throwing away, which does not fit the figurative meaning of rejecting goods.

Correct answer: frightfully

Explanation: The adverb 'frightfully' fits grammatically and contextually as it emphasizes the extreme degree of expense associated with organic produce. It conveys a strong negative connotation regarding the high cost, aligning with the overall sentiment of the sentence.

Meaning: 'Frightfully' means to a great degree, often with a negative connotation, indicating that the expense is shockingly high.

Wrong options:

• absolutely: 'Absolutely' suggests totality but lacks the negative emphasis on expense that 'frightfully' provides.
• utterly: 'Utterly' conveys completeness but does not carry the same emotional weight regarding expense as 'frightfully'.
• largely: 'Largely' indicates a significant extent but does not imply the extreme nature of the expense as effectively as 'frightfully' does.