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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