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Heads up. This is a LONG post. And if you are just here for cute animal pictures and recipes and aren’t interested in farming as a business, a pretty boring one. But this stuff IS important. If you make it through to the end, thanks for reading!

It’s funny how things just chug along in life, and then the collective unconsciousness bubbles up and you start hearing similar ideas from multiple directions.

Last year, I went to the Balancing Profitability and Access in Local Food Systems conference in Boise. During one of the talks, this graphic appeared on the screen.

It hit a chord with me, I photographed it from the Power Point screen, and tracked it down later. A friend with a masters in marketing taught me years ago that consumers choose to purchase for one of three reasons; price, quality or status. Competing with big box store prices is simply a race to the bottom (and how we ended up with things like Confined Animal Feeding Operations – CAFO’s – a disaster for the animals, the environment and our health). But just marketing to the tip of that preference pyramid isn’t enough either.

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Jennifer Kleffner

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