Food is something you always buy. As people have a tendency to live a healthy life and look for healthy food, farms, restaurants, and even retail outlets are taking advantage of the increasing number of "localvores" who insist on fresh and organic ingredients. Such a well-being trend is becoming widely prevailed, and consumer's interest in organic food is also increasing. I mean, who doesn't want to have some good and healthy food with a fair cost? Summary of the article
- New NICHE
Local food market is another niche market. Consumers are looking for fresh, vine-ripened foods grown on local farms. The foor from local farm is not fringe food and satisfy consumer's desire to be healthy. As the number of consumers wanting for food from local farms, local food moverment is reshaping the business of gorwing and supplying food to Americans. It is such a revival of small farms! The number of cmall farms has increased 20% in the past six years, to 1.2 million, according to the Agriculture Dept. Consumers in the new niche market are ordinary, middle-income folks who have become really regaged in food and really care about where their food comes from.
- Large Retailiers Act
There's money for research into organic foods, and to promote farmers' markets. Senator Tom Harkin (D-Iowa) said the bill "invests in the health and nutrition of American children…by expanding their access to farmer's markets and organic produce." Buying from local farmers not only satisfies customers' desires, but also fits the company's commitment to sustainability and cutting down on food transportation. However, huge supermarket chains such as Wal-Mart, Kroger, and Whole Foods can do something that local farms can hardly do. They can provide consumer any types of food in any season. People have gotten used to eating strawberries and tomatoes at all times of the year.
I don't know exacltly when, but as people become able to live longer than they used to, organic food is now everywhere. No matter what size of the market, they advertise organic food and organic ingredients and actually the consumption is increasing. Then where does organic food come from? From local farms and that's why local food movement brings organic food movement in the U.S. More and more consumers take those values to the local store with them. For instance, an upstart called Bloomingfoods Market that specializes in local fare lately has been stealing market share. Consumers want to spend money to store owners they personally know and that is one of advantages of local farms. As a niche market business, I think increasing the size of local farms is quite successful, since it basically satisfies consumers' desire. To acknowledge consumers' need/wants and find a special way to satisfy is marketing's key point. Selling food in local area can also develop a personal relationship with consumers, which maintains consumers' consumption. Jacquie Berger, executive director of Just Food said that they are even teaching people how to prepare seasonal produce. Consumers' word of mouth is powerful. Local area is the place where consumers' words easily spead. That's what local farmers should catch and make it as its advantage. 
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