We may live in a global economy, but the modern-day mantra from Syracuse to San Diego is shop local. Henry’s Farmers Market is helping consumers get on the bandwagon with its new Choose Local campaign. The campaign identifies and promotes items from area companies that are available in Henry’s San Diego stores.
On average, American fruits and vegetables travel about 1,500 to 2,500 miles before they reach the dinner plate, as much as 25 percent farther than in 1980, according to the Worldwatch Institute. Henry’s Choose Local campaign targets items that are within a 25-mile radius at best and a day’s drive at most. From dairy to convenience-food items and produce, local businesses are highlighted at Henry’s in Point Loma, Pacific Beach, Clairemont and University City.
“Every department is represented in the campaign,” says Leigh Needham, regional marketing manager for Henry’s.
Consumers can identify local products by the “Choose Local” tags attached to shelves. Some tags will profile local farmers and vendors. Products from San Diego-area businesses that can be found on the shelves include Milton’s Quality Baked Goods, Hotcha Salsa, La Fe Tortilla Factory, Penta Water Company, Dr. Bronner’s Magic Soaps, Jay Robb protein powder, Chuao Chocolatier, Anthony’s Seafood Group fish products, and beers from Karl Strauss Brewing Co., Stone Brewing Co. and Green Flash Brewing Co. In the produce aisle, look for the Carlsbad Strawberry Company, Sun Grown Organic produce, Mountain Meadow Mushroom, Martinez and Sons produce and Evolution, a line of convenience vegetable items.
When consumers use their purchasing power to support local businesses, a domino effect of efficiencies takes place. The environment is cared for. Local products don’t need to travel far from the farm to the market, resulting in lower transportation costs and less reliance on fossil fuels.
Sustainable growing is supported. Smaller, local growers more often employ sustainable and organic farming techniques, which preserve the land and soil and reduce pesticide contamination.
Flavor is favored. Buying from local purveyors means food reaches consumers’ plates faster, maintaining a high level of freshness and a better taste profile. The local economy gets a boost. Buying products from local growers, farmers and food artisans keeps money in the community.
“Buying from local business keeps the dollars recycling within our region, which creates more job and business opportunities for people in San Diego,” said Bill Anderson, director of City Planning and Community Investments Department for the City of San Diego. “In turn, when households who earn wages from those expenditures spend locally, that too builds the economy.”
Eric Larson, executive director of the San Diego County Farm Bureau, a nonprofit advocacy group for farmers, says that buying local products supports the region’s small family farms.
“Farming is a lifestyle choice. But farmers can only continue to make that choice as long as they’re profitable.” Agriculture is San Diego’s fifth-largest industry behind manufacturing, tourism, defense and biotechnology. Last year, agricultural crops produced $1.5 billion in sales.
“That’s not a small number. It’s significant to the economy,” said Larson.
Buying local also addresses environmental issues like the global warming generated by a global economy, he added.
“If you buy an avocado in Chile versus an avocado grown in California, the Chile avocado uses a tremendous amount of fossil fuels to get here while the local avocado comes directly from Fallbrook,” Larson said.
He points to a University of California Davis study that states one acre of avocado trees removes 2.6 tons of carbon dioxide from the air each year.
“We have 25,000 acres of avocado trees in San Diego,” Larson said.
He added that farms are also a hedge against urban expansion.
“Local agriculture is a big part of San Diego’s history,” Larson said. “It’s nice to see farm country so close to the seventh largest city in the nation. A lot of people who live in urban areas don’t have that privilege.”
The San Diego Farm Bureau supports and promotes local farms through 30 farmers markets throughout San Diego. A list of farmer’s market is available at www.sdfarmbureau.org.
Henry’s got its start in La Mesa in 1943, when The Boneys, San Diego’s first family of groceries, sold peaches from a corner fruit stand. The fruit stand grew over the years and the business eventually evolved into Henry’s Farmers Market. In 1999, after more than five decades, The Boney family sold its interests to Wild Oats Markets Inc. Today the Choose Local campaign takes Henry’s right back to the business basics of that 1943 fruit stand.