The emerging trend toward healthier, fresher foods that are also kind to the environment present a new dilemma for conscientious consumers. As a result of this, marketers tout the attributes of "organic" food, while the "local foods movement" is gaining popularity throughout the world. Consumers frequent local farmers' markets because they expect higher quality, freshness and taste, and lower prices. Organically grown produce is healthy and environmentally friendly because of the use of less-damaging pesticides. But the loaded question is this; do consumers really understand the difference between "organic" and "local" produce? And what price are we willing to pay for these fresh, premium products? These questions present challenges for growers, retailers, and ultimately, savvy consumers.
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