Quote
But weeks before the [spinanch contamination] source was found, Ms. Steineger, a filmmaker and writer in Portland, Ore., decided to start eating leafy greens again. Only this time they were from PastaWorks, a local food store that buys its produce from local farmers.
“That’s good enough for me,” she said.
Ms. Steineger’s reach for food grown on smaller farms close to home is part of a larger trend that food industry analysts say is gaining ground among consumers who are willing to pay a little more for quality food. As a result, people who grow food on small farms or make artisanal cheese or other foods on a more regional scale are finding new eaters.
They are also forgoing traditional sales methods and marketing approaches. Instead of trying to break into large distribution chains and fighting for shelf space, they are finding that smaller is better, particularly if there is a good back story. Produce from an upstate New York farm, for example, reinvigorated the image of Great Performances, a Manhattan catering company, earlier this year. In California, a family that makes olive oil dropped out of many mainstream grocery stores in favor of farmers’ markets and Internet sales.
And at Tierra Farms, a 20-acre urban farm near Santa Rosa, Calif., sales are approaching $500,000 with a customer base made up mostly of people who live less than 30 miles away.
“That’s good enough for me,” she said.
Ms. Steineger’s reach for food grown on smaller farms close to home is part of a larger trend that food industry analysts say is gaining ground among consumers who are willing to pay a little more for quality food. As a result, people who grow food on small farms or make artisanal cheese or other foods on a more regional scale are finding new eaters.
They are also forgoing traditional sales methods and marketing approaches. Instead of trying to break into large distribution chains and fighting for shelf space, they are finding that smaller is better, particularly if there is a good back story. Produce from an upstate New York farm, for example, reinvigorated the image of Great Performances, a Manhattan catering company, earlier this year. In California, a family that makes olive oil dropped out of many mainstream grocery stores in favor of farmers’ markets and Internet sales.
And at Tierra Farms, a 20-acre urban farm near Santa Rosa, Calif., sales are approaching $500,000 with a customer base made up mostly of people who live less than 30 miles away.

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