The average American’s perception of what food should cost is governed by a system in which the real cost of food is invisible to the casual observer. We live in an era of “notional food” that is created based on which vegetable or meat production enterprises are most subsidized by taxpayer dollars. The result is a more expensive food system (tax-wise and health-wise) that yet gives the appearance of cheapness and abundance.
Enter the local farmer who desires to produce a quality product for his community.
Enter consumer skepticism.
Imagine walking into a supermarket and wanting several questions answered regarding each individual product you are interested in buying. Imagine believing that any passing supermarket employee has any knowledge at all about the origins or production processes involved with a given box of goods off the shelf.
No, we know to keep our standards low at the supermarket, and yet we spend hundreds of dollars there each week, when we could be spending the same at the local farmers’ market and acquiring vastly superior nutrition.
I’ll never quite understand how consumer standards leap into the stars at the farmers’ market. All of a sudden, I feel as if I’m a witness on the stand or a suspect being questioned. I might answer questions for 5 minutes straight from a single shopper, receiving a quick “thank you” at the end of a line of questioning instead of a request to buy something.
While I fully support transparency in agriculture and knowing one’s farmer, I also believe that the same criteria should be applied to all food purchasing decisions, and we can’t expect the moon from our local farmers while giving the box store a pass.
After all, if you’re a stickler for healthy food, what’s the alternative to your local farmer? Going back to the supermarket to buy an item from a faceless corporation with no chain of custody you can trace and no certification you can verify? (Who certifies the certifiers?)
Here’s my challenge to all of those who eat:
Go to the farmers’ market for your weekly groceries.
By all means, question the farmers about their production practices.
After questioning them, buy something. Be willing to spend more than you would at the supermarket, because the freshness and quality around you far surpasses that of the supermarket. In fact, say “thank you” and buy a lot.
Let the seasonal produce and meats available determine your meal plan rather than showing up with a list.
Rinse and repeat.
At the end of the day, if we want access to local, responsibly grown food, we have to buy it frequently and eat it with gusto. It’s the foundation of a healthy body and a healthy local economy. Happy shopping!
Avec amour,
Ross