We were sexy once, back in the heady days of 2009. Courted by all, admired, imitated, and flattered. Yes, we were your local small farmers. Those were the days of Food, Inc.; Omnivore’s Dilemma; Animal, Vegetable, Mineral, all released in a three-year span, exploding the world’s interest in all things small-farmy. We were, for a brief moment, in the zeitgeist.
That was the moment when the American consumers got it, realized that their health and their economy could be shaped for the better, and that they could make it happen. That was the moment when a friend in Nashville could sell all the $7-a-dozen eggs his hens could produce. Farmer’s markets were the place to be on Saturday mornings. The great recession provided a steady stream of new customers and people learning to do for themselves. In a fragile world economy, local was the anchor. Local had become hip.
But, Mr. Zeitgeist is both a capricious master and himself a servant to larger forces. If anyone thinks farming is hard work, try being an American consumer. A la Bakunin-turned-beer brand, capitalism was quick to pick up on a good thing: small farms became the darling for ad campaigns, commodified, eye candy for the machine. And social media played their role. The iphone, Facebook, Twitter, Pinterest, and Instagram were all loosed on the land between 2004 and 2010, and all began carving a chunk out of our mental landscape. Instead of “eyes to acres,” we lost the battle to “eyes to screens.”
Sure, there were an expanding number of farmer markets, where friends could sit all day on a Saturday to sell $25 worth of peppers. But, the real question, behind the hype of buying local and keeping your dollar in the community, was: how much of that average dollar spent on food was truly spent on locally grown meat and produce? Precious little (at most, maybe 5 percent, according to the little research out there). It is just not culturally relevant, expedient, or, most important, convenient in our global economy for most Americans to think outside the grocery box-store.
Already, the voices of protest rise up against this message that local has lost the battle for the consumer. “Why, just last week, Huffington Post had a series on a local farm,” you say. “My mother and I went to a farmer’s market on vacation.” “Here is an article on restaurants supporting local farms.” “I like my favorite farms on Facebook.” “My ‘Where is a farmer’s market?’ app works great when I visit New York City.”
It is that very clutter of modern life that works against our efforts. We are irrelevant, not because of what we do but because we are a small, tinny voice, lost in the great Babel of the running of a great machine. Yes, we small farms still have our loyal customers who go out of their way to support us, and we thank them for their unwavering support. And yes, the press, social media, and even advertisers have made the education of the customer easy, allowing we small farmers to partially pay our way in this life we have chosen.
But that good press allows us collectively to think inside a bubble. We see the Tweet, the post, the like, the ad, the book, the movie, and we assume that there is a major change underway. Yet, the average grocery bill has an ever-diminishing content of locally produced food. The decline has been going on for a very long time: Even a short 40 years ago, many grocery stores still routinely bought the bulk of their produce from area and regional farms. Farm stands and farmers selling from their cars and trucks along the roadside were commonplace. The resurgence of local today is merely an upward blip on a declining trend line that mirrors another rising line, one of global supply chains.
So, it should not surprise my readers that I am not sanguine about the success of the local food movement. Yes, I support it, work in it, and encourage everyone to do the same. Because by doing so we preserve a functioning framework of what was and could be again. Yet, I have come to believe that a truly successful local food movement will come at the expense of the collapse of the global.
Local is the obverse of global. It’s not just a good soundbite to say that we cannot have both a dominant global economy and a thriving local economy. For one is the master and the other the servant. And this master doesn’t give a shit about the local. It is a destroyer of worlds, and it won’t stop until the fuel, both metaphorically and literally, runs out.
When that happens, if we are all very, very lucky, we will get the local economy we need to survive. And, we will all be sexy again.