More Americans than ever before are supporting their local food markets, and it’s not just because they believe the food is fresher and tastes better.
According to a new University of Iowa study, people are shopping farmers markets and joining food coops at record numbers because they enjoy knowing who grows their food. These so-called “locavores” are also driven to eat locally grown produce and meat because their commitment to do so makes them feel a part of something greater than themselves – a community that shares their passion for a healthy lifestyle and a sustainable environment.
For these enthusiasts, supporting the local food movement is a sort of civic duty, an act to preserve their local economy against the threats of globalization and big-box stores.