The Rise of the 'Locavore'

The rise of farmers' markets—in city centers, college towns, and rural squares—is testament to a dramatic shift in American tastes. Consumers increasingly are seeking out the flavors of fresh, vine-ripened foods grown on local farms rather than those trucked to supermarkets from faraway lands. "This is not a fringe foodie culture," says Flaccavento. "These are ordinary, middle-income folks who have become really engaged in food and really care about where their food comes from."
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"What's in it for me?" What to say when consumers ask why they should shop locally.

This question is perhaps best answered by Michael H. Shuman, author of the book Going Local and Small-Mart: How Local Businesses are Beating the Local Competition.
"Going local does not mean walling off the outside world. It Means nurturing locally owned businesses which use local resources sustainably, employ local workers at decent wages and serve primarily local consumers. It means becoming more self-sufficient and less dependant on imports. Control moves from the boardrooms of distant corporations and back into the community where it belongs."