TAKING ON THE GIANT-"PROXIMITY' FOODS

Food industry is a multi billion dollar business with many corporate giants of transnational background dominating the field, though small scale players also have a little slice of the pie. If one watches some of the recent documentary films like Food Inc., The Future of Food, Killer at Large, King Corn etc, the darker side of organized food industry can be seen creating revulsion and hostility towards some of them in the forefront indulging in detestable and unconscionable activities. That does not mean the whole sector has to be condemned since there are many enlightened corporates caring for the sentiments of the consumer.

Origin of the local foods movement or the more recently promoted terminology,'locavore' movement can be traced to the indifferent and insensitive attitude of the modern food sector to the expectations and aspirations of millions of consumers who provide their "bread and butter. "This "locavore" movement is tiny relative to the multi-billion dollar food industry, but its marketing appeal has become so powerful that it's grabbed the industry's attention nonetheless. It's the new "going green." Earlier this year, Frito-Lay launched a "Lay's Local" marketing campaign highlighting the local farmers who grow potatoes for their chips. Go to any grocery store and you're likely to find signs that boast of a product's proximity".

The million dollar question is whether the euphoria about locovore movement can be sustained or whether on a global basis it is feasible. Sky gardens, garden on each floor in multi story buildings, suburban cultivation, partnership growing are all being attempted but what impact it can make to satisfy the food needs of growing population in this planet remains to be seen. The experience vis-à-vis organic foods is there to guide us and locovore movement also is likely to meet the same fate.

V.H.POTTY
http://vhpotty.blogspot.com/
http://foodtechupdates.blogspot.com