Local is the buzz word in food marketing today, and large grocery chains and co-ops are getting on board. Produce sections of supermarkets are full of references to locally grown produce and supporting local farmers. But determining just how local that produce is may require a closer look.
For some grocery stores, local means that produce was grown within the state. Some even display photos of the farmers who produced the food. Some stores include labeling that gives information about exactly where a product came from — including photos and information about specific farms — while others use labeling that is more vague.
Ask the produce managers for details about where certain products are grown and about their ability to obtain North Carolina-grown produce that is in season. Understanding produce seasonality helps you to be a better consumer and to inquire about local produce that is in season.
Co-ops — markets that are owned by members — often develop relationships with local growers to provide seasonal produce and other products. Non-members usually can shop at co-ops, but do not receive the members’ discount.
Locally produced, pasture-raised meats are becoming more common in North Carolina retail and direct markets, thanks in large part to the efforts of the NC Choices program, which strives to connect consumers with North Carolina meat producers. Visit the website www.ncchoices.com for information on retail and other outlets that sell locally produced meats.
The U.S. Department of Agriculture estimates that North Carolinians spend $350 billion on food. If North Carolinians spent just 10 percent of their food dollars on local foods every year, it would be worth $3.5 billion in the local economy, part of which would flow back to farmers and food businesses.
Many Web-based resources can help you find farmers’ markets near your home. These are a few that may benefit North Carolina consumers.
Websites
Find local food co-ops in North Carolina and beyond.
N.C. Department of Agriculture & Consumer Services’ Farm Fresh: Allows consumers to find markets sorted by name or by county.
LocalHarvest: Allows consumers to find markets, and other local food resources, by entering a city or ZIP code.
Food Routes: Allows consumers to sort by ZIP code or city.
Carolina Farm Stewardship Association: Helps consumers search for local food resources in North Carolina by name, city or ZIP.
Regional partners
These websites link consumers to local food resources for a given region of the state.
Appalachian Sustainable Agriculture Project: Focuses on western North Carolina counties, but has a great product finder tool.
Foothills Fresh: Six-county program in southwestern North Carolina, featuring farmers’ markets, products, pick-your-own operations and agritourism.
Feast DownEast: Eight-county program in southeastern North Carolina, promoting local food resources through county-specific pages and a farm-to-chef guide.
