Corporate food executives are turning to the concept of “local food” to sell products, embracing a broad interpretation of what eating locally means.
I completely understand why ConAgra and other food giants (and junk-food peddlers) want to jump on the local-foods bandwagon: as with organic, they see it as a trend they can exploit rather than an actual progression towards a more responsible way of living and eating. And I fear that many consumers also are doing it because it's currently "hot" to be green. How many people really believe in this stuff? How many are willing to do what the "Supermarket Guru" says is impossible and actually try eating within 100 miles of their home? Well, I haven't done it, but I'd say probably 75% or more of my food is local. Then again, I live in a place where that includes produce year-round and even goodies like wine and olive oil. Yes, I am spoiled.
But of course ConAgra can't produce food within 100 miles of everyone's home, because it's not efficient. Local eating - sustainable eating, for that matter - isn't especially efficient, at least not in the short run. So these big businesses will inevitably be exposed, when their desire for profit overshadows their supposed commitment to the environment. And it always will.
The fact is, everyone in America eating locally would require the complete dismantling of the industrial food complex. The resources used by and poured into these corporations could be redirected to local farming efforts. At one time in this country, most of us were farmers. Even after that was over, lots of people continued growing at least their own produce. That could happen again, but it would take a tremendous amount of will on the part of the public, and I'm not sure we're up to the task. Plus it would cost more, and nobody wants that in this economy.
At the same time, however, growing your own food is sure attractive when you don't have a paycheck. Self-sustainability...what a concept. Certainly it would be the biggest fear of your local Food, Inc.
Aw, but we're just too conditioned to trust advertising. If Lays chips are "local", then hallelujah, I don't have to give up my favorite snack! They're so clever, those corporations. It's not just being trendy - it's offering America what it really wants: some release from collective guilt (which we all have about the way we eat, whether it's related to the environment or health or feeding our kids or whatever). And that's what advertising is all about: showing us that this product fulfills our desires and even our needs.
You gotta admire their chutzpah.
But still, whoever greenlighted this ridiculous charade of local Lays needs a swift kick in the nuts.
I completely understand why ConAgra and other food giants (and junk-food peddlers) want to jump on the local-foods bandwagon: as with organic, they see it as a trend they can exploit rather than an actual progression towards a more responsible way of living and eating. And I fear that many consumers also are doing it because it's currently "hot" to be green. How many people really believe in this stuff? How many are willing to do what the "Supermarket Guru" says is impossible and actually try eating within 100 miles of their home? Well, I haven't done it, but I'd say probably 75% or more of my food is local. Then again, I live in a place where that includes produce year-round and even goodies like wine and olive oil. Yes, I am spoiled.
But of course ConAgra can't produce food within 100 miles of everyone's home, because it's not efficient. Local eating - sustainable eating, for that matter - isn't especially efficient, at least not in the short run. So these big businesses will inevitably be exposed, when their desire for profit overshadows their supposed commitment to the environment. And it always will.
The fact is, everyone in America eating locally would require the complete dismantling of the industrial food complex. The resources used by and poured into these corporations could be redirected to local farming efforts. At one time in this country, most of us were farmers. Even after that was over, lots of people continued growing at least their own produce. That could happen again, but it would take a tremendous amount of will on the part of the public, and I'm not sure we're up to the task. Plus it would cost more, and nobody wants that in this economy.
At the same time, however, growing your own food is sure attractive when you don't have a paycheck. Self-sustainability...what a concept. Certainly it would be the biggest fear of your local Food, Inc.
Aw, but we're just too conditioned to trust advertising. If Lays chips are "local", then hallelujah, I don't have to give up my favorite snack! They're so clever, those corporations. It's not just being trendy - it's offering America what it really wants: some release from collective guilt (which we all have about the way we eat, whether it's related to the environment or health or feeding our kids or whatever). And that's what advertising is all about: showing us that this product fulfills our desires and even our needs.
You gotta admire their chutzpah.
But still, whoever greenlighted this ridiculous charade of local Lays needs a swift kick in the nuts.
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