As kids, we learned that the three essentials for survival are:
-Food
-Clothing
-Shelter
-[Yeah, you have to have air and water too, but they are generally pretty easy to find and afford.]
We all must somehow find the [at least] minimum level of food, clothing, and shelter that we need to survive. There are also many choices in these three areas that we can make to improve our "Standard of Living". This is where the problem becomes complicated.
The 'minimum level' part is what becomes problematic. Consider the vast range that exists, from the best of these to the minimum level that can be accepted.
- "Food" can range from foraged plants, animals, and fungi to the cuisine offered by a five-star restaurant.
- "Clothing" can range from a loincloth to the product of a fashion designer.
- "Shelter" can range from a cave or treehouse to a maison.
Compare the range of quality (and cost) of the ‘Top Of The Line’ of each of these necessities to the lowest acceptable cost for that item. This gulf of quality gives the consumer a distressing number of choices that they can make
Let's just talk about food. That is the essential that I know most about. [Fashion and housing....not so much].
When an individual makes a food choice, there are many possible considerations:
-Nutritional Benefit
-Economic Impact
-Environmental Impact
-Health
-Cost
-Taste
-Impact on Society
-Many More
Most of these considerations have been intentionally masked by the incredible power of modern advertising. Highly compensated and incredibly talented professional marketers are incredibly effective in sending the food company's message to consumers. If the consumer believes this messaging, they will shop and dine confidently. We consumers are conditioned to believe that there is no reason not to spend our money on whatever food the manufacturer chooses to sell us.
Don't worry about health considerations, or safety concerns, or nutrition, or environmental concerns, or ethical beliefs, or supporting Local Food Production, or the influence that your food dollar has on the way the world works. Just confidently buy what we want to sell you without looking very deeply.
But... today's more sophisticated consumers are beginning to look behind the Wizard's Curtain. They are asking questions and knowing more about the food that they buy and consume.
Local Food Production offers the consumer a new level of transparency.
Will Harris
White Oak Pastures
Bluffton, Georgia
