“Local” shark-jumping also feeds the minnows

Getting fresh: Tom Laskawy revisits yesterday's NYT article on the co-option of the local label by Big Food, and pulls out the one encouraging element of the trend — how some large-scale California growers are looking more at fruits and
vegetables that could be sold to local wholesalers and at farmers
markets. (Note to Tom: I think Severson's not talking about CA growers switching from growing grains, however; that's not common here. They're already growing fruit & veg, just for processing rather than fresh. See our post on CA tomatoes, for example.) But we too "appreciate growers, no matter how large, who decide to fill local consumers’ need for healthy food rather than the needs of industrial food processors and their insatiable demand for raw materials." (Grist)

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