Imagine sitting down to a meal and knowing exactly where your food came from; the lettuce in your salad originated in the nearby farm, the bread was baked in the shop down the street and the milk came from the area dairy farm.
Though many can appreciate this vision, few can trace their food farther than the grocery store.
This month Henry’s Farmers Market launched a Choose Local campaign aimed at educating consumers about the origin of their food. The grocery chain, which stocks 3,188 locally produced food items from approximately 113 farmers, will identify local products with tags and biographies in some instances.
“I know that more and more customers are asking for local products, with (the Choose Local campaign) we hope that this is helping them as they shop to identify local vendors” said Aimee Della Bitta, regional marketing manager of Orange County and Inland Empire Henry’s stores.
She cited the rising cost of gas and an environmental awareness for the increased interest in local products.
On average, fruits and vegetables travel 1,500 miles before they reach their final destination, according to a Henry’s press release.
To be included as a Henry’s local vendor, products must not travel farther than a day’s drive, Della Bitta said.
For some consumers buying local is a simple matter of taste.
“The main thing about local is that you’re buying food that is in season,” said Christy Johnson, manager of the Carlsbad Farmers’ Market.
Because local fruits and vegetables are picked at their ripest, the best taste is ensured, Johnson said.
Additionally, shopping at a local farmer’s market gives consumers the opportunity to meet the producers of the food they are purchasing.
“We are a certified farmer’s market, basically what that means is that the person that you’re buying from is the person that grew it, a family member of the person that grew it or an employee of the person that grew it,” said Johnson.
For Russ Bruhn, owner of Carlsbad Gourmet, using local products such as strawberries and beer in his spreads was the logical choice.
Bruhn started out peddling his wares at the farmer’s market and said supporting local growers is important.
“We try to keep everything as local as possible,” Bruhn said.