Fresh Food & Fine Design (photo by Mary R. Vogt, courtesy of morguefile.com)

Some time back we asked if local was the new organic when it came to the preferences of American consumers. A survey recently released by the Food Marketing Institute and Prevention magazine, "Shopping for Health 2008," indicates that health conscious consumers are choosing locally grown produce over organic alternatives.

The researchers wanted to know how healthy eaters succeed when it comes to shopping for food. They found that nearly everyone (80%) tries to eat healthily. Among those who try a lot, 10% say they are “always successful.” The survey profiled the one in 10 who succeeds.

When presenting the results of the survey, Cary Silvers, director of consumer insights for the company that publishes Prevention said, “Shoppers’ new interest in locally grown food reflects their strong desire to purchase fresh fruits and vegetables…The battle between organic and locally grown represents who shoppers believe can deliver the freshest produce.”

There are plenty of reasons to choose local produce. It is when it is fresh that food is at its most nutritious and most flavorful. Buying local is a choice that supports a community's farmers. Buying it limits the environmental harm done when foods are transported over great distances.

Many foodies buy local produce to savor the singular flavors of seasonal offerings that are part of their regional food heritage. The chance to talk to the farmers who produce the fresh fruit and veggies and learn from them makes shopping at a farmers market a pleasure for those concerned about personal health and the health of the environment.

To read the press release on which this item was based go to: Shopping for Health 2008: Setting Specific Goals and Plans Key to Healthy Eating