Finally -- Supermarkets Expand Local Produce Selection

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August 26, 2008 | 23,883 views

Supermarkets are beginning to catch on that stocking just locally-grown corn and tomatoes is not enough for customers. Now they are competing with farm stands and farmers’ markets for a wider variety of fresh fruits and vegetables.

It’s been a boon for local farmers. In July, Wal-Mart announced that it plans to spend $400 million this year on locally grown produce, making it the largest player in that market.

Some independently owned, small-to-medium-size chains have been selling extensive lines of local seasonal fruits and vegetables for years, lines they are now expanding. However, for the largest supermarket chains, where for decades produce has meant truckloads transported from the West Coast, it’s not always easy to switch to the farmer down the road.

But soaring transportation costs, not to mention a growing customer preference for local food, have made it more attractive not just to supermarkets but to the agribusiness companies that supply them. Growers like Dole and Nunes have contracted with farmers in the East to grow products like broccoli and leafy greens that they used to ship from the West Coast. Because of fuel costs the cost of freight is now sometimes more than the cost of the products.

The rise of farmers‘ markets has been the result of a dramatic shift in Americans tastes, and, I would believe, a growing understanding of what’s healthier for both you and the environment as a whole.  

This rise in consumer demand for locally-grown foods has incited an inevitable change, which is now gradually reshaping the business of growing and supplying food to Americans. The local food movement has already accomplished something that would have been considered impossible a mere decade ago: the revival of the small farm. 

After declining for more than a century, the number of small farms has increased 20 percent in the past six years.

The impact of "locavores" (as local-food proponents are sometimes known) is even being felt within the U.S. government. The latest version of the Farm Bill sets aside $2.3 billion for specialty crops, such as the eggplants, strawberries, or salad greens that are grown by small, mostly organic farmers. Sure, there is still a long way to go. The Farm Bill hands out $290 billion to big business in the form of corn, soybean and cotton subsidies. However, considering the fact that small farm specialty crops received a paltry $100 million in the previous Farm Bill, $2.3 billion is definitely a major step in the right direction.  

The Rise of the Locavore 

Consumer research has found that there are several reasons why people are opting for locally-grown produce over their imported counterparts, including: 

According to one grocery chain poll, a full 82 percent of customers said locally grown produce simply tastes better.  

As I’ve said before, change is inevitable, and truth generally wins out in the end. I believe Arthur Shoepenhaur said it best when he declared that all truths go through three phases:

  1. First it is ridiculed
  2. Then it is violently opposed
  3. Then widely accepted as self evident

You really don’t have to go very far back in history to find that people ate what grew in their surrounding area, based on seasonal availability. It is a sustainable, environmentally-friendly, and healthy way to eat.  

The National Resources Defence Council (NDRC) offers a great tool on their website that helps you determine what fruits and vegetables are in season, in your state.

Signs of a Shifting Tide 

There are several clear signs indicating that a healthy shift is taking place:

When enough attitudes shift, and everyone starts voting with their pocketbooks, the fabric of society and business follows. It simply cannot afford not to.

The Need for Continued Support for Local Farmers


Despite the surge in small farms, well over 50 percent of the food you eat is still produced by factory-farming methods that threaten both your health and the environment.

The solution is to continue to support local organic food growers who abstain from using harmful chemicals, as much as possible. Because in addition to being environmentally sustainable, organics have been scientifically proven to pack a heftier nutritional punch:

In essence, you’re getting far more value for your dollar when you buy organic.

It’s More Than Taste – It’s a Lifestyle

Right now fresh produce is available in abundance in the United States and farmers’ markets are in full swing across the nation. Not only is the food tastier and healthier, but there is something about shopping for fresh foods in an open-air, social environment that just feels right. The mere act of shopping for your food in this kind of environment tends to inspire more healthful living, as research by the Economic and Social Research Council has confirmed.  

They found that people who participated in alternative food networks (such as the ones I’ve listed below), typically:

As Matt Seeley, vice president for marketing of the Nunes Company said, “It’s going to be a way of life… I don’t think there is any turning back.”  

I couldn’t agree more. 

Where to Find Fresh Produce Grown Near You

If you want to experience some of these benefits first-hand, here are some great resources to obtain wholesome food that supports not only you but also the environment:

1. Alternative Farming Systems Information Center, Community Supported Agriculture (CSA)

2. Farmers' Markets -- A national listing of farmers' markets.

3. Local Harvest -- This Web site will help you find farmers' markets, family farms, and other sources of sustainably grown food in your area where you can buy produce, grass-fed meats, and many other goodies.

4. Eat Well Guide: Wholesome Food from Healthy Animals -- The Eat Well Guide is a free online directory of sustainably raised meat, poultry, dairy, and eggs from farms, stores, restaurants, inns, and hotels, and online outlets in the United States and Canada.

5. Community Involved in Sustaining Agriculture (CISA) -- CISA is dedicated to sustaining agriculture and promoting the products of small farms.

6. FoodRoutes -- The FoodRoutes “Find Good Food” map can help you connect with local farmers to find the freshest, tastiest food possible. On their interactive map, you can find a listing for local farmers, CSA's, and markets near you.

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