If most consumers knew what I know, they would buy their food directly from a farm.
There are a lot of good reasons to know where your food comes from. The most obvious is that its not a good idea to put anything in your mouth unless you know where it has been.
There are also health, safety, and nutritional concerns. Consumers understand these, and they are certainly important, but there is another whole dimension that I don't think most consumers have contemplated: Consumers literally shape the world with their food dollars.
Michael Pollan said,
“Eating is an agricultural act," Wendell Berry famously wrote, by which he meant that we are not just passive consumers of food but cocreators of the systems that feed us. Depending on how we spend them, our food dollars can either go to support a food industry devoted to quantity and convenience and "value" or they can nourish a food chain organized around values--values like quality and health. Yes, shopping this way takes more money and effort, but as soon as you begin to treat that expenditure not just as shopping but also as a kind of vote--a vote for health in the largest sense--food no longer seems like the smartest place to economize.”