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<br /> ,�r� ical for Yne)+and of cQiuse those farmers markets•wluch'in "' " ' , h`'r 4'
<br /> L � ��ia'i ..,'?}„rY.sF-�r�. .�, .zt - x...,''� 3 ii. ii LLlem�:hedeci�esonttiebas�softaste ��dlwould�probab�,p,ur-. �.
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<br /> � t�1p'�',�x F sprte of basiclimitahons?�ilce�'not�tie O �II BV@ "(�. �V84 v�' y `' �v<= - x s-' x. � �;.
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<br /> f' �� " '�'i 'E r���"�'+ �.,u �a+�',,Y'3���s.r� ry'' y'£ ...,_,. :� chase a local nono�c tomato before:I wouldnPllrl;llGJC��
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<br /> �� 4 �,grown]arger and�n�ore soph�h+c'4a�ted (A:ceorduig to�Samuel� ' ; o�iganic one th�twas,shipped4from Californiy"ah'e said.�He{r� �
<br /> �,�?y�; r��omazh�'s Nvaluab'le 2006 histo_ryr,Organzc;Inc Ncctuml Foods!, �� S� called�the�two t'omatoes an enviro $�� ,� F`yv � s
<br /> jrG`"d!y?�du'\�'C112lZ�OiU 1� r�'a.�r�,� a:r.�..'?:r.,"a,� � s... �.� �..,ay,� ;$y.Ar�irL 'z:h r .'.iFr ..-r.� r L,•-a3 ��.>?; �IlII1�I1��� S1IICC�:�18i � ,w >is
<br /> ,y,�r�i x�„ ,� ere;were, r � ' '�. 3�"s�Ctt"�'WA tfi`�.F� i s .a
<br /> �ze�.o th 3,7�06 T`J S^�Sarmers'markets �� Califorma one�iad�etroleum3miles onitwhile,t]ie nono�ganic f;, ,
<br /> =3 �in2004,;doub�e;the�n'umtieirfherewveie�a'CIeCi1C1 ' �d o''`{,n� �' ?�'+•,•rS".�'`�! � ,r,�.;}�- ,�%G�a� 1 p ,•-:�ii r� 3'F•n�SS`aat?.vg3's' .�at
<br /> � n, � s ..;.�axy�;,r�,.j',,;�r�w�-��K;t3,;,�K �.�k.� W r �- , e earher) J r z z� one was grown�th peshcides�Butthe localitomato from�,
<br /> .�� -';� '.i.`r ,r..,t x a �a?.�S�t`ip S� o�fP'. art y .�R • 011tSlClei � ,��.
<br /> ar„Y ,jT>) r �'�i.�`��:;�rµ}.w 1 T�s�.�s �,1,�,�__ r#+4. �. ! � +. . .. � ;• c Aiishn will be fre,sher,:will�ust taste better,�he.said.
<br /> . . C� r }, .� f 4 a� xs.. -�e �Y "� eE'fr,'�s
<br /> However ,e also noted that roducts hke� `;
<br /> � .t� k, ,�;But#or�the��ast�fewtyears�`t�e easiest� " A` � " � �} ,,� � .,Y P _� ��q��t .
<br /> F •; t � 4z i.�ry, �a-c�y �$ ,1t?kz^3,��yT kv.::r_rr� ;< ._,,c t i� f. ?. !- � .+tn v ��i!Y'° "{2 a.`Ssi-'� �, .
<br /> t 1''.l�t�'�5�44.`S%J��C+ t�,�n r �..,�- �§.4 .>.i`.�[:��;f l.�lLl:. �. C 1
<br /> � �e� � �.,,� � canlastmontlis m stoiage don�taste so different�for being , }'
<br /> "'4 rL 7 �:7:r t..r t � fx s� �•tt4 �' . r1 � ✓.:�Y°-^l'� �a'�-a �a ,r� .
<br /> �� 1�answerfa�r��OOd�baffled�Amencans�hasbeen � � sluppeii In;thatcase,hesaid; ���tP,��o �,��:t: :F
<br /> �i f�';k���� k�R;Va�F?rt`.�s :+*'$H 'nM1'�s�r x�?,�:.. �� �€`';l� s v.�
<br /> ( �.y'1>'y y� � �.. �-LNI-•n�� ��6,��- ��.�rY�d(�M /�=_3*"L��(�F }Y� �:�f N n., 5 .. ,r Y-i. r� �-"y� �S v � aF f'"s�Y dLar �r yTganl�,v'?,�`. ��:� ..
<br /> ��¢ ���� ��.aks�in e;com an ��I Iho e Fo�flli �f �;k; �.� ��-`version�om Galifomia ;Maokey a la�pwled�,e,$�that�organ �
<br /> 7 �`!:� 3�P �yI,�Y . � i .� � ��: -..�... �7 W�!\� ''Ji.^ h-Y- .. c'iS:.:.:� �%-�i4. < ��:!A:_y C::i,1a t �r.�r?.-- .�•:A.t ♦ -�5.,�.
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<br /> �t��:t �•'�`s���?� n�"�ry'3 ��`-'�;uy`�k s.'� �',b•r�a ;'c,'-'�"'y�."2�.Y i'�r�+ rt4�1c dg11CU1tUIBilS $3w2(�,heEL'11t1c1Z2Cl 0 .� `:,..��d IllS iyk T•;.
<br /> I ��-.. �'> .. 1 '7�° t..,,� +„ '�.,,y��"�.:-.:'" ,'��.::c+%., fi.,�.-"'{ �.�St.. =eJS��i�,:[�,br.y�;',,�' "".-•'^3P,,sR! - � ;;:�.n��.,':�'i"r�lb�zy".�:+�Y� ::i=t;+ .,i't:< �,,�'"
<br /> ��� :;�?;�,' �,.,Who�e�F.00as�lio. i�.has`190�locahons�fromTi�azd,�Ore to ��,�,�,.�.where cow's�aie utn" vv�}li�feed�n>fa�to ose '��` �
<br /> ''�a '��. c y�y4���' +�-+Fu' +rr,`.syF t'�2cn7�>aF ab5.. 1 0. >.. .��,� y.� , . P �.. Iy ._�,i,iLlll�#]�IIICO r- �l��}.
<br /> �'�� s ��Nothng Eiillim?I,ondon=�`fisca1�2006'ttie chauis�sales ; convenhonal inilk co�vs But<lie also bnstled�at`enhc�sm�'roin.
<br /> �{� ,.fi; a.a -� .+ -1 � T" 'yt �9x' > � - i � . .�. �. � . . S -. � �r �'Y4U ��+,.�J r
<br /> � �s �grew�9%v�to$5=6 b}ll�Qn),�a,bi�lower thaii.2005 s�22%'�' :�'lbcal aehvists.;He notedthat jtistbecause a.fazmas near,y.our
<br /> � � , gro,�th ,Fr_eetf'ul�abo�,t�k�creasuig'compehhon�from ,, r� , ; homedoesnt-mean:it.gractices:susEa�nableofaziiunf��`�ere's
<br /> �
<br /> r+ <� + �ain��eam>gr`ocers�whq are offerin more or anic '.r { '`- F '
<br /> i _ -, > , , g A� ��,��,�.cn.,���g : g . ,, �: an assamption that small is beauhful arid bigas,uidushlal;and
<br /> �� �'� ,�,,products,�inyesforsrh�verpunis ed��hole ,�� '"s � ,as��,�t,�,�����`,.: ,tha�s not�necessarily the case;'lie'sai� '�ole�`� = ^�''
<br /> �� };° ,� ' ��oods:."`t�hePastfyeaz�`lts'�,°ak,pncehas�fallen;� ����`"=�;i,�' ��� ;� ., Foodscouldnoflc °� �•�3✓:� _ ,',
<br /> eeP gt'owuig wathq,�t�upphes� ,
<br /> 2� ;�.�LV� �more�,than�;a tlurd s�m�e Febzuary 2006��. s� t�r c��� fTOII1�0�1I1t2II13t10I13�.�dL117S rW�11C11 OhIle.j`'`
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<br /> 3� r ��`'is � � F �' ;-�vf7cn ir�a. a �' . '�f'� " ' - + � , $ c 1a.�,;�V x s+' .'i.
<br /> StiIl;Who e, oo�s is expanding rapidly�t re reasonthe orgatiic-vs local.clebate Ls a d�cate �:�
<br /> �- i
<br /> issuefor;IVlack ` 14 "d"
<br /> �a� � � 4 cenfly�`saidrtwouldacquireWi1dE0atsMarkets r :� g ' fi, � �"^j�'
<br /> �� ` ', k Inc''th�e�merger would give�Wh�ole Foods'an r , `� �Af least at m�Whol�Foods `thefo`e in ,�''
<br /> 3' e` ����� -y in �, rf� a,S Y, -. . . 37 Lf
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<br /> �� � .addihonalll27oeafionsinNorthdAmenca� : 4
<br /> - ,� � .�; � , �,,. s_ t,��. ,�, . _ _� . M�nhattan's Union Square;wher`e I^shop once
<br /> � =' Already,°man�'q Airtencan�have come to�see ., or twice a montk=most of�the available pro.duce
<br /> M� y_, WholeFoods�as1theregository�ofboththeir; } � ��s; ' :
<br /> ,; , , ; ��rom Galifornia or some other chstant
<br /> r ,dietaryhopes a�d fears, the 'lac;e we�can bu .,, ` ` + �� �
<br /> x�� ,: : �P r. Y °,�,;� , , •rr; -,' 1��}c�i�Yen during the�local:growing s�ason�Lilce' ,
<br /> ,,� �, riot only;organic arugtila:but a decadenf•; .' ; all;q�l}er Whole Foods locahons,tli�store began
<br /> `�'� chocolate bar too I have s�hopped at Whole Foods off and•on. �. to push local prqducts more aggressively last summer�A..
<br /> ' , : since 1990,wh'en Lhad�.a. summer�ob in Austin,Texas,where ; placazd was posted above the escalator exhorting customers
<br /> Y� , • Wh,ole Foods began in 1980 If I was gomg to decide whether • � to.sux i,ocnr,and all°the cash re�sters were changed:#o'`.
<br /> Y� to buy orgazuc or buy:local,I figiir'ed Whole Foods cEO,John `_ ,` 'show photos of azea�mers. �
<br /> �';� Mac key,•;could help:me.After all;:he is vegan,and lvs politics � These days,in the final weeks of wi.nter,it would be"'uiifair
<br /> «i, lean libeitarian;so he thinks hard aboutdifferent patlis.And .��,•to ask Whole Foods to sell predouLn?ntly local produce at'my
<br /> }f � : . .j he has made a great fortunekby jouung two previou�ly antag , ' store,:hecause,�SO little can;be agrown in the Nortl�east n t '.
<br /> �����,; . omshcalunentary,�npulses=healthandegcess <<, t.� � ; „ ,- now�=Buteven,.duringverdantsuirunertime,thevas��rity�
<br /> �When we spoke last fall,Mackey was at�rst ch� hc_ _ .
<br /> : � , _ � � z��,, r h of�roducts sold at my Whole Foods fresh or otherw�se aren f
<br /> about the organi�local choice He.told me-that w�ien,���ant E '-�.from t�ie Nortl�east.Actually,it would be more a,`ccurate#o sa
<br /> � 1 � . ",a. i ks- ., t ! x e� t t i F ti�,.+,i, .3 - y
<br /> �., s get locally„grown organics—and even he,�ca,�n,�t rel�ably gep` �'-��.'�5 t�"that the packa�es in wlrich mqst Whole Foods�grocenes are�''
<br /> �rv '.1 �r }.�y3-d���.Q �ryY5`�.ji�«+a�"'f��^.��'T f��s� ��y� ?`Fi� [�.r f<r _. . � r � t:,...-�-
<br /> ,_ � . .�, .; .k,a!.�,t r,.�_'.>��s.'„r.a{�`.�-.��-.�.���_°.:�.�:u?�.�1'.X�i�•. � ii'�--fj:C*'��a� �tj ';:`_:. sold say nothing,abouk the foocP��on •For.
<br /> � . __ } � rg�n
<br /> ��� ."instance,in'the fXeezer sechon.you canfind `
<br /> �;*{; �•''�� ' 'Whole Foocls'Whole Kitchen li'razid Breaded°"° "'�'
<br /> ` �=�:�� ` Eggplant Slices with Ital�an He'rbs`The box
<br /> �f ��"tells you a�vvealth of,informahon'�a�bbut,#he if ` ,��
<br /> [ � � > �' > � 4 � r
<br /> i�;• � �°eggplant shees—that they con:tain wh3eat,'� :���
<br /> `'.,. ;'dextiose and'annatto(a dy,e);:that th�cari � ; °�;�
<br /> be fned,bakecl or microwaved;thatrthey r .
<br /> I a'' . � have no traris'4'at,tha#�they are sflavoirf i1� • �
<br /> �t.� �� �f:{ �� » y ' ��.�^ `t$�x .;.
<br /> ��;, ; �,+ 2ildt VCbT58ll1Pi•f BUly011 CIOIlt 1�23IT1 W�1PiIPi�� y a=
<br /> .. '4� + ' 't i?'r u �i rc r �.. ;
<br /> the eggplant comes from����,�'��'��,c, �$�� ' ;�.t-
<br /> I1.,�: ."*i .ty`�'''i Y � s•., �T � .t ��*;
<br /> � ,A Whole Foods spokeswoman.k�toldsme �`�
<br /> � ,
<br /> f Y � the eggplaritwas:grown in F'londa;whicti��s" •.� x s
<br /> n
<br /> : too badybecause.eggplantgrows eas�ly in;tlie
<br /> �;;. � . .
<br /> � Northeast Bnt in the compari}�s d"efense,
<br /> very few customers care whether their food
<br /> � is local.Most who do,shop at farmers�
<br /> < markets ALso,there's not even a standard ;e
<br /> � ; .,�
<br /> definihon of what local means.To Nabhan, � �?{
<br /> � -`= WHOLE FOODS:The abundant appie display at �,�
<br /> � �LL'
<br /> ,�,�;.�� ,.' the 1Nillowbruok,lll.,:braneh uf�the grocery , � , r
<br /> �s = ��chain that hel ed brin �o nic to the masses < ���
<br /> r„ a;��+."',���r�'�'a��&�x�"""t���iF�'*-���i��!+�-&�'��!-r��'t�&t'f`y5�7���,�����'t�-,�..,�.ra" , . . B. b � , ,
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<br /> a 46 . a '" ' . TIIvIE,MARCI�12,�2007 w
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