Eat Local Foods, Grow Small Farms

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461px-Fraises_1_Luc_Viatour.jpg It’s not just for elites anymore. A survey of Midwesterners finds that even average food shoppers are willing to pay a premium for locally grown food. They’ll pay as much as a third more if the food comes from a small local farm rather than a corporate farm. The study from Ohio State University, published in the American Journal of Agricultural Economics, shows that more shoppers are willing to pay for ripe local food—suggesting small farmers might be less efficient on the production side and still manage to be more profitable on the revenue side by selling at the premium price.

Shoppers were surveyed at 17 Ohio locations, including seven retail grocery stores, six on-site farm markets and four farmers’ markets. They were presented with two product options. Both were baskets of strawberries, but they were presented under 80 combinations of price, freshness, farm location, and farm type. Data from 477 surveys revealed the average shopper was willing to pay 48 cents more for local strawberries. Shoppers at farm markets were willing to pay almost a third more, 92 cents above the $3 base for a quart of berries. Freshness was also important. Farm market shoppers were willing to pay 73 cents more for newly-harvested food and retail shoppers 54 cents more. The researchers tested interest in supporting small versus large farms by naming one fictional berry producer “Fred’s” and the other “Berries Inc.” Shoppers in grocery stores were willing to pay 17 cents extra for berries from Fred’s, and farm market shoppers were willing to pay 42 cents more.

Listen up small farmers, boutique farmers, disenchanted farmers, your day may be coming (again). Many of us want fresher, tastier food grown carefully and closer to home. Rising fuel prices mean cheap cherries from Chile won’t be cheap forever.

Julia Whitty is Mother Jones’ environmental correspondent, lecturer, and 2008 winner of the Kiriyama Prize and the John Burroughs Medal Award.

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SIX TRUTHS

Reclaiming power from those who abuse it often starts with telling the truth. And in "This Is How Authoritarians Get Defeated," MoJo's Monika Bauerlein unpacks six truths to remember during the homestretch of an election where democracy, truth, and decency are on the line.

Truth #1: The chaos is the point.

Truth #2: Team Reality is bigger than it seems.

Truth #3: Facebook owns this.

Truth #4: When we go to work, we're in the fight.

Truth #5: It's about minority rule.

Truth #6: The only thing that can save us is…us.

Please take a moment to see how all these truths add up, because what happens in the weeks and months ahead will reverberate for at least a generation and we better be prepared.

And if you think journalism like Mother Jones'—that calls it like it is, that will never acquiesce to power, that looks where others don't—can help guide us through this historic, high-stakes moment, and you're able to right now, please help us reach our $350,000 goal by October 31 with a donation today. It's all hands on deck for democracy.

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