Pollan Discusses the Economics of Local Eating to WSJ

In this interview with Wall Street Journal, Michael Pollan explains why some foods are more expensive at the farmers market, and that others are not. Furthermore, he talks about focusing on the quality of food as opposed to quantity, and why spending a bit more on food every now and again makes sense for the consumer and the farmer.

WSJ: Do Bay Area residents eat and shop for food differently from people elsewhere?

Mr. Pollan: The food movement really began on the West Coast, and you can make an argument it began in the Bay Area. There is a much higher level of consciousness here about where food comes from, about eating seasonally and locally, than there is in the rest of the country.

But we have certain advantages that few other places in the country have. We can eat from the farmer’s market 50 weeks of the year—the only reason they close is to get a break Christmas and New Year’s.

WSJ: What do you attribute the greater enthusiam to?

Mr. Pollan: A consumer who is willing to pay more for better food. That’s a matter of consciousness and a palette that has been educated by the chefs locally. Paying $3.90 for a Frog Hollow Peach, there are a lot of people here willing to do it. I don’t know if you can find a more expensive peach in America. My little rule, “Pay more, eat less,” is followed by a lot of people in the Bay area.

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Related posts:

1. Food for Thought: Living Future Panel Discusses the Prospects of the Urban Ag Movement
2. Leopold Study Finds Local Food Prices Are Competitive
3. 5 Most Common Barriers to Local Food Access

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