As Wal-Mart and other supermarket chains follow the high-end grocer's lead and promote local produce, farmers are becoming the new American idols
by Pallavi Gogoi
...After being pushed out of the spotlight for years, the local farmer is emerging as a new celebrity. From the foothills of Maine, through North Carolina in the South, the plains of Idaho, and the lush green valleys of California, a movement to celebrate the local farmer is sweeping the country. At the forefront of the movement has been supermarket Whole Foods (WFMI), which for years has put up photos of local farmers in its stores promoting their produce.
Now many other food chains are also playing up local produce, including Kroger (KR), Publix, and Food Lion, a subsidiary of Brussels-based Delhaize Group (DEG). Currently, Wal-Mart is running a "Salute to America's Farmers" program across several states to highlight its commitment to purchase from local growers...
To read the full story go to: http://www.businessweek.com/bwdaily/dnflash/content/dec2006/db20061220_027274.htm
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Business Week on the Growth of the Buy Local & Organic Food Trend
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Whole Foods and the Celebrity Farmer
By Pallavi Gogoi
BusinessWeek.com, 12.20.06
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