[ROOSTER CROWING] >> ITS EA HARD CONVERSATION TO HAVE BECAUSE EVERYONE'S BUDGET IS DIFFERENT AND INCREDIBLY PERSONAL ON CONNECTED.

>> FIVE OR SIX YEARS AGO, THERE WERE ONE WHERE TO RESTAURANTS WHO HAD A LOCAL BURGER ON THE MENU, ON NOW PRETTY MUCH EVERYBODY DOES.

>> IT IS AN IMPORTANT ON WORTHY GOAL TO FOCUS ON OUR LOCAL PRODUCTION, SERVING VERMONT CONSUMERS.

>> DON'T STOP WITH JUST, YOU KNOW, GOING TO THE LOCAL FARMER'S MARKET.

THAT'S NOT ENOUGH.

>> WE'RE HERE AT CITY PARTICULAR IN BURLINGTON, VERMONT.

ONE OF THE BIGGEST CO-OPS IN THE NATION THIS EPISODE, WE'RE TALKING ABOUT CONSUMERS AND 0 HOW THEY SHOP, AND THIS CONSUMER IS HUNGRY FOR BURRITOS.

LET'S GET TO SHOPPING.

MOST OF WHITE HOUSE PREFER TO BUY FOOD CLOSE TO HOME, AND I'M NOT JUST SAYING THAT.

SURVEYS SHOW AGAIN AND AGAIN WE WOULD LIKE TO HAVE LOCALLY GROWN FOOD.

A SURVEY SAYS TWO OUT OF THREE OF US WOULD PAY MORE FOR IT.

WHY IS IT CONSIDERED NICHE?

>> I ONLY MAKE $10 AN HOUR.

>> I'M NOT THAT CONCERNED WITH LOCAL, BUT MY OPINION OF THAT IS CHANGING.

>> WE'VE BEEN A COMMUNITY FARM FOR 20 YEARS.

>> WE'VE GOTTEN USED TO HAVING WHATEVER WE WANT FOR WHENEVER WE WANT IT, AND PRETTY DARN CHEAP, TOO.

GREENS AND TOMATOES IN FEBRUARY?

OF COURSE, WHY NOT.

>> I A REALLY WANT AN AVOCADO.

>> YOU WANT CHOCOLATE, IT IS HARD TO GET IT FROM VERMONT.

>> NUTS, COFFEE, CHOCK LOOT.

>> BONELESS CHICKEN EVERY NIGHT, YOU BET.

>> LOCAL PEANUT BUTTER IS $5 MORE THAN THE JIF AND I WALK OUT WITH THE JIF.

>> CALL THE MODERNIZATION OF AMERICA WE CAN ALL LOVE A GOOD DEAL WHOM DOESN'T.

BUT WHAT MIGHT SURPRISE SOME FOLKS IS NOT ONLY FARMERS BUT THE U.S.

GOVERNMENT HAS HEAVY HAND IN WHY FOOD IS SO CHEAP.

SUBSIDIES, OR GOVERNMENT MONEY IN SO MANY WORDS, GIVES FARMS MONEY TO KEEP IT CHEAP BUT THREE QUARTERS OF THAT MONEY GOES TO THE 10% LARGEST FARMS IN THE FACE AND LOCALS DON'T GET ANY OF IT IS FOOD TOO CHEAP?

ARTIFICIALLY CHEAP?

MAYBE.

IT CERTAINLY MAKES IT EASIER TO PUT LOWER QUALITY PRODUCTS INTO OUR BODIES.

>> I LIVE WITH TWO OTHER DUDES THAT CAN'T COOK THAT WELL SO WE NEED SHOULD HAVE THAT IS REALLY EASY.

WE LIKE BAKED BEANS, CHEF BOY-R-DE KNEE KEEP MOVING.

>> I WOULD LIVE TO GET MORE INTO BUYING LOCAL BUT I'M NOT IN THE POSITION RIGHT NOW.

>> I'M ON A BUDGET THAT WEEK AND I HAVE TO GO TO A CHAIN AND GET CHEAP.

>> YOU HOW CAN PEOPLE GET MORE LOCAL FOOD?

WE WANTED TO FIND OUT.

IN THIS EPISODE, WE'RE GOING TO LOOK AT SOME OF THE CHALLENGES WE NEED OVERCOME TO HELP PEOPLE BUY LOCAL AND HOW WE CAN TURN THOSE CHALLENGES AROUND INTO A MORE LUSH, LOCAL FOOD SYSTEM.

AND THIS DOES IT, SO LET'S GO MAKE BURRITOS.

HOW CAN WE GET LOCAL FOOD ON THE PLATES OF ALL VERMONTERS AND NOT JUST THOSE WHO CAN AFFORD TO PIE MORE?

ONE OF THE BEST THINGS WE CAN DO IS HAVE PROGRAMS IN PLACE THAT MAKE SUBSIDIZED FOOD SO CHEAP WE SAT DOWN WITH FAYE CONTE TO FIND OUT MORE.

>> TO END THE MALNUTRITION AND HUNGER, AND THE LOCAL FOOD SYSTEM CONDITION ACCESSIBLE TO EVERYBODY AUTOS LONGS TOO IS DONE IN A WAY THAT IS NOT ON THE BACKS OF PRODUCERS AND RETAILERS AND OTHER FOLKS.

WE WANT THE WHOLE SYSTEM TO BE SUPPORTING EVERYBODY IN IT, INCLUDING THOSE WHO ARE GROWING THE FOOD.

>> THIS IS BRIAN DONAHUE.

HE IS A LOCAL FOOD HERO, HE'S BEEN FIGHTING THE GOOD FUTURE SINCE THE BACK TO THE LAND MOVEMENT OF THE 1960s.

WE TALK 0ED TO HIM ABOUT SUBSIDIES AND THE CURRENT STATE OF OUR FOOD ECONOMY.

>> YOU HAVE TO BE A GOOD BUSINESS MANAGER TO RUN A FARM, BUT I DON'T THINK THAT CAN TAKE US TO COMPETING HEED TO HEAD WITH THE LARGEST SCALE PRODUCTION THE WAY IT IS RUN TODAY.

>> FOR A FARMER TO BE ABLE TO MAKE ENOUGH MONEY, YOU'RE OFTEN HAVING TO GO INTO THE VERY LARGE SCALE AGRICULTURE OR SELLING AT A VERY HIGH END MARKET WHICH EXCLUDES A LOT OF PEOPLE IN VERMONT AND ELSEWHERE FOR THE LOCAL FOOD SYSTEM WHO CAN'T AFFORD THAT, BUT HOW CAN YOU TELL A FARMER NOT TO DO THAT, IF THAT'S HOW THEY'RE GOING TO GET THEIR MARKET.

>> YOU'RE GETTING SIGNALS TO PRODUCE AS CHEAPLY AS YOU CAN.

>> OUR SYSTEM IS NOT SET UP TO RESPECT CONSUMERS, IT IS SET UP TO RESPECT PROFITS.

>> WITH THE LARGE KIND OFFING A AGOAL SUBSIDY SYSTEM WE HAVE IN THIS COUNTRY, YEAH, IT IS HEAVILY WEIGHTED TOWARDS THE SENATORS AND 0 REPRESENTATIVES FROM BIG AG SATES.

-- STATES.

>> AS LONG AS THE COMMODITY CROPS ARE HEAVILY SUBSIDIZED, THE SMALLER FARMERS ARE COMPETING AGAINST THE LARGE SCALE FARMS THAT HAVE A COMPLETELY DIFFERENT SCALE.

>> IF WE'RE SERIOUS ABOUT AN ALTERNATIVE TO THAT WE HAVE TO HAVE A WAY TO SUSTAIN IT WE DO A 0 LOT OFFED A VERY KITING AROUND THE FARM BILL.

>> AH, THE FARM BILL.

A CAN OF WORNS.

A WELL-INTENTIONED MEANS OF STIMULATING OUR AGRICULTURE ECONOMY HAS MORPHED INTO A LEGISLATIVE CODE WORD FOR SUBSIDIES, OR IN OTHER WORDS, FREE MONEY FOR LARGE-SCALE FARMERS.

BUT THE BILL GETS RENEGOTIATED, CREATING A NEW OPPORTUNITY TO LEVEL THE PLAYING FIELD FOR SMALLER PRODUCERS.

>> IT'S BEEN ABOUT GETTING STUFF AROUND THE EDGES, THAT CAN AT LEAST GROW THE MOVEMENT.

IT IS SUCH A BIG PROGRAM, IF YOU GET A LITTLE MEETS OF IT, AT LEAST YOU -- LITTLE PIECE OF IT, AT LEAST YOU'RE STARTING TO MAKE PROGRESS.

>> THE ANSWER IS NOT TO HAVE PEOPLE SPEND MORE OF THEIR VERY TIGHT BUDGET ON FOOD, BUT THE FOOD THAT IS AFFORDABLE IS NOT NECESSARILY BETTER OR MORE NUTRITIOUS BUT IT IS CHEAPER AND MORE CONVENIENT AND THE CONVENIENCE FACTOR IS REALLY IMPORTANT WHEN YOU'RE THINKING ABOUT A LOW INCOME FAMILY.

>> PEOPLE WHO ARE SCRAMBLING FOR A LIVING AND JUST MAKING ENOUGH TO GET BY HAVE A PRICE PROBLEM WITH LOCAL FOOD, BUT OFTEN, THEY'VE GOT A TIME ISSUE.

THEY ARE ENOT SITTING AROUND WITH TIME ON THEIR HANDS.

THEY'VE GOT TO TAKE TWO BUSES ACROSS THE CITY TO A JOB AND THEY HAVE EGOT TO WORRY ABOUT CHILDCARE.

>> ONE OF THE THINGS I SEE WITH THE LOW INCOME AND FOOD ACCESS, THAT CAN MAKE A DIFFERENCE, EVEN IF IT IS A SMALL STEP, IS INCENTIVE PROGRAMS.

SO THERE ARE A NUMBER OF DIFFERENT INCENTIVE PROGRAMS AROUND THE COUNTRY AND A COUPLE IN VERMONT HAD A HELP PEOPLE PAYING FOR THEIR FOOD WITH THEIR SNAP DOLLARS, USING THEIR EBT CARD, TO HAVE MORE PURCHASING POWERS.

>> I'M SURE WE'RE ALL FAMILIAR WITH EBT FOOD STAMPS, BUT DID YOU KNOW IN VERMONT AND MANY OTHER STATES SNAP, OR THE SUSTAINABLE NUTRITION ASSISTANCE PROGRAM, ALLOWS YOUR DOLLARS TO GO FURTHER IF YOU PURCHASE FRESH FOOD AND VEGETABLES.

WE VISITED A FARMER'S MARKET IN RUTLAND TO SEE EXACTLY HOW VERMONT'S CASH CROP WORKS.

>> WE'RE AT THE FARMERS MARKET TODAY, SATURDAY.

WE ARE EDOWN HERE EVERY WEEK DURING THE SUMMER AND SPRING.

>> THERE IS A PROGRAM CALLED CROP CASH THAT HELPS ME AFFORD MORE LOCAL FOOD.

>> YOU USE THE EBT THREE SQUARES BENEFITS.

>> YOU SPEND $10 OF BENEFITS.

>> AND GET UP TO $10 OF MATCHING COUPONS PER MARKET DAY.

WE HAVE TWO MARKET AS WEEK SO YOU CAN GET UP TO $20 PER WEEK TO BUY FRESH FRUITS AND VEGETABLES.

>> PEOPLE WORKING ON ALL THOSE FRONTS TO TRY TO MAKE PROGRESS UNDER CURRENT CONDITIONS AND WE'RE EXPECTING THAT LONG-TERM, IT IS GOING TO PAY OFF AS A SOCIETY AS A WHOLE IN TERMS OF THE HEALTHINESS OF THE PEOPLE AND HEALTHINESS OF THE ENVIRONMENT IT BECOME AS POLITICAL BATTLE OF WHERE RESOURCES IN THIS SOCIETY ARE SENT, WHAT WE SUPPORT.

>> HEAVY STUFF THERE WHO IS REPRESENTING FARMERS IN THIS POLITICAL BATTLE.

>> I AM M&A NAME IS CHUCK ROSS, I'M THE SECRETARY OF AGRICULTURE FOOD AND MARKETS IN THE STATE OF VERMONT.

WE HAVE A MORAL DUTY TO FIGURE OUT HOW TO FEED OUR PEOPLE, HEALTHY, MYTRITION FOOD THEY CAN HAVE ACCESS TO.

-- NUTRITIOUS FOOD THEY CAN HAVE ACCESS TO.

DO WE THAT IN A LOT OF WAYS.

WE'VE RECENTLY GOT EVEN INVOLVED IN FOOD ACCESS FOR A NUMBER OF REASONS.

IT IS THE RIGHT THING TO DO.

>> WE HAVE A TREMENDOUS HEALTH PROBLEM WITH THE WAY PEOPLE EAT IN THIS COUNTRY.

IT SEEMS TO ME THAT THAT IS AN ENORMOUS EXTERNALIZED COST OF THE FOOD SYSTEM THAT WE'RE ALL PAYING FOR IN TERMS OF HEALTH CARE IN ONE WAY OR ANOTHER.

>> FOOD IS MEDICINE.

THE UNDERLYING PROBLEM TO SOME OF THE HEALTH ISSUES AND THE SYMPTOMS THAT YOU'RE DEALING WITH IS PROBABLY FOOD INSECURITY.

IT GOES HAND IN HAND WITH OBESITY AND DIABETES AND JUST CHRONIC FATIGUE AND STRESS AND OTHER ISSUES.

SO IF PHYSICIANS CAN IDENTIFY THAT, AND HELP SET PEOPLE UP WITH BENEFITS SO THAT THAT'S NOT A PROBLEM ANY MORE, SOME OF THE HEALTH CARE ISSUES WILL GO AWAY.

>> FOOD IS MEDICINE, EH?

YOU CAN'T GET TASTY VEGGIES FROM YOUR LOCAL PHARMACIST, SO HOW EXACTLY WOULD YOU PRESCRIBE HEALTHY EATING TO FOLKS IN NEED?

>> MY NAME IS PAUL FEENAN, THE FOOD AND FARM PROGRAM DIRECTOR AT THE VERMONT YOUTH CON VERYVATION CORPS.

>> THE VERMONT CONSERVATION CORPS IS A GROUP OF YOUNG ADULTS WORKING WITH THE LAND.

THE HEALTH CARE SHARE IS ONE OF THEIR FOOD DEVELOPMENT PROGRAMS.

>> WE SPENT YEARS DEVELOPING PROJECTS AROUND AGRICULTURE, AND IN PARTICULAR, FOOD SECURITY ISSUES.

>> THIS IS WEEK SEVEN OF THE RUTLAND HEALTH CARE SHARE.

WE ARE PACKING SHARES, FARMERS HAVE BEEN DELIVERING SINCE ABOUT 10:00 THIS MORNING.

>> THE HEALTH CARE SHARE IS A PROJECT WE'VE DEVELOPED WITH HOSPITALS, MEDICAL CENTERS.

IT IS REALLY MORE THAN AN AGRICULTURE PROJECT, IT IS A PUBLIC HEALTH PROJECT.

>> IT IS ESSENTIALLY LIKE A VEGETABLE PRESCRIPTION PROGRAM.

>> WE PARTNER WITH HEALTH CARE PROFESSIONALS, THEY IDENTIFY FOOD ITCH SECURE PATIENTS AND THOSE WITH CHRONIC ILLNESS.

WE PARTIER WITH OUR FARM AND OTHER FARMERS FOR FOOD FOR THE HEALTH CARE SHARE.

>> THERE IS FOUR NEW BEGINNING FARMS, THEY ARE A CSA WHOLE SHARE RATE AND PROVIDE AGGREGATE SHARE.

>> FAMILIES RECEIVE A FREE SHARE OF VEGETABLES, AND THE NEAT PART ABOUT IT, IS THEY PICK THAT UP SHARE WEEKLY AT THEIR DOCTOR'S OFFICE SO IN ESSENCE, THEY REQUEST TO THEIR DOCTOR'S OFFICE ON PICK UP A PRESCRIPTION OF VEGETABLES.

SO IT SOUNDS LIKE SOME DOCTORS AND PROVIDERS ARE ON BOARD THE HEALTHY EATING TRAIN.

WHERE DO INSURANCE COMPANIES FALL IN THE MIX?

>> FOR US, AS A HEALTH CARE COMPANY, WE'RE LOOKING AT SUPPORTING WORK THAT HELPS KEEP HEALTHY PEOPLE HEALTHY.

>> NEVER HAVE AMERICANS SPENT LESS ON FOOD THAN WE DO TODAY.

WE SPEND ALMOST HALF AS MUCH OF OUR BUDGET ON FOOD AS WE DID 50 YEARS AGO.

AND NOW, THERE IS AN EXPECTATION THAT FOOD SHOULD BE CHEAP.

BUT WHAT ARE THE HIDDEN COSTS?

WE SAT DOWN WITH MEGAN PEEK FROM BLUE CROSS BLUE SHIELD TO LOOK AT THE IMPACT CHEAP FOOD HAS ON OUR HEALTH AND OUR HEALTH CARE COSTS.

>> I'M MEGAN PEEK, I DO COMMUNITY RELATIONS AND HEALTH EDUCATION HERE AT BLUE CROSS AND BLUE SHIELD OF VERMONT.

YOUR FOOD HABITS ARE A HUGE PART OF WHAT IMPACTS YOUR OVERALL HEALTH.

>> THE FOUNDATIONS OF THE HEALTH CARE INDUSTRY ARE THERE AND THEY'RE STARTING TO PUT SOMETHING INTO THIS.

>> WE ARE KIND OF IN THIS TIME OF A NEW TYPE OF HEALTH CARE COMPANY.

AND CONNECTING PEOPLE WITH THE RIGHT FOODS, HELPING THEM UNDERSTAND WHY THOSE FOODS ARE THE RIGHT FOODS TO EAT, GETTING THEM EXCITED AND PASSIONATE ABOUT EATING GOOD, HEALTHY LOCAL FOOD IS A REALLY PERFECT PLACE FOR US TO BE.

>> THE NEXT STEP FOR ME WOULD BE, LIKE, WHERE THE, YOU KNOW, THE INSURANCE COMPANIES THEMSELVES START PUTTING FUNDS INTO THIS.

>> ONE OF OUR LARGEST SPONSORSHIPS IS VERMONT FEED.

>> YOU WOULDN'T THINK COOKING KALE AND KIDS WOULD EVER GO TOGETHER, BUT BETSY ROSENBLUTH FROM VERMONT FEED THINKS OTHERWISE.

SHE TOLD IT'S A LITTLE BIT ABOUT IT.

>> THERE'S 31 MILLION STUDENTS IN THE NATIONAL SCHOOL LUNCH PROGRAM ACROSS THE COUNTRY, AND SO IF YOU THINK ABOUT TRYING TO CREATE AN IMPACT THROUGH EDUCATION AROUND CHANGING THE FOOD SYSTEM, THAT'S A REALLY IMPORTANT GROUP.

>> VERMONT FEED IS SORT OF THE GOLD STANDARD, THEY'RE ABLE TO GO ACROSS.

>> COMMUNITY AND HELP A COMMUNITY BUILD THE INFRASTRUCTURE TO IMPLEMENT CHANGE.

>> BY CONNECTING KIDS WITH THE FOOD, WHERE IT COMES FROM, THEY MIGHT BE GROWING IT, THEY MIGHT BE COOKING IT, THEY'RE UNDERSTANDING WHAT IT DOES TO THEIR BODY, IT COMPLETELY CHANGES THEM, HOW THEY MAKE THAT DECISION TO EAT.

>> WHAT A PERFECT PLACE TO START CRY ATING FOOD SYSTEM CHANGE -- CREATING FOOD SYSTEM CHANGE.

>> THAT'S A PLACE IN THE FOOD SYSTEM WHERE YOU CAN REALLY CREATE LOCAL SOURCE FOR LIFE.

>> THERE IS A PROGRAM, VERMONT FEED, ALONG WITH THE BURLINGTON FOOD PROJECT HAS SPONSORED FOR EIGHT YEAR NEWS CALLED JUNIOR IRON CHEF, WHERE SCHOOLS ACROSS THE STATE BRING STUDENTS TO THE FAIRGROUNDS AND THEY COMPETE, COOKING, DEVELOPING RECIPES, SOURCING PRODUCT, FINE-TUNING THAT.

AND THE SECRET INGREDIENT IS LOCAL.

THOSE KIDS, THEN HAVE A MENU ITEM THAT OFTEN COMES BACK TO THE CAFETERIA, AND THE CAFETERIA CAN THEN SERVE THAT AS A RECIPE THAT WAS STUDENT-DRIVEN AND THAT IS NEW AND HAS LOCAL INGREDIENTS.

AND IT IS THAT KIND OF CONNECTION THAT GETS THE KIDS REALLY EXCITED.

>> I BELIEVE WHAT WE'RE BUILDING IN THIS STATE IS A COMMUNITY-BASED AGRICULTURE SYSTEM THAT OTHERS IN THE UNITED STATES AND AROUND THE WORLD LOOK AT.

>> THE EVIDENCE IS GROWING THAT FARM TO SCHOOL DOES WORK TO HELP SUPPORT KIDS TO EAT HEALTHIER.

>> BECAUSE WE ARE LEARNING HOW TO SUPPORT AGRICULTURE IN AND THROUGH OUR COMMUNITIES.

BUILD ECONOMY, BUILD COMMUNITY AND BUILD CULTURE.

AND I THINK WE'RE ON THE PATH TO REALLY CHANGING THE WORLD BY HOW WE DO THINGS IN VERMONT.

>> NO DOUBT, VERMONT IS CELEBRATED FOR OUR COMMITMENT TO LOCAL EATING.

AND THAT'S WHY FOLKS COME FROM FAR AND WIDE TO DINE AT SOME OF OUR RESTAURANTS.

WE TALKED TO ONE OF OUR CELEBRATED RESTAURANT YOURS ABOUT HOW HE IS CATERING TO THE LOCAL CONSUMER.

>> MY NAME IS JED DAVIS, I OWN THE FARMHOUSE GROUP FAMILY OF RESTAURANTS.

WE OWN FOUR RESTAURANTS IN THE AREA.

THE VISION WAS TO MAKE GREAT USE OF FOOD GROWN, RAISED AND PRODUCED HERE IN VERMONT, AND WE DO THAT MOSTLY THROUGH BURGERS.

WE FIND BURGERS TO BE A REALLY GOOD WAY TO SERVE A LOT OF REALLY GOOD, HIGH-QUALITY LOCAL FOOD, BUT TO DO IT AT A PRICE POINT THAT WORKS FOR A LOT OF PEOPLE.

>> HOW DO YOU FIND THESE LOCAL PRODUCTS?

VERMONT FRESH NETWORK IS THAT LOCAL FOOD MATCHMAKER WE MET IN EPISODE FOUR, AND THEY'RE HERE TO HELP.

>> THE VERMONT FRESH NETWORK IS AN ORGANIZATION THAT FOSTERS AND CELEBRATES THE RELATIONSHIPS BETWEEN CULINARY PROFESSIONALS AND AG PROFESSIONALS.

>> VERMONT FRESH NETWORK DOES A VERY GOOD JOB OF CONNECTING FARM PRODUCERS TO FOOD PRODUCERS AND VICE-VERSA.

>> VFN HAS SIGNIFICANT NETWORK OF OVER 300 RESTAURANT MEMBERS THEY PROMOTE AS TRULY LOCAL.

>> VFN IS A GREAT, GILL AHEAD AND CALL IT A -- I'LL GO AHEAD AND CALL IT A WATCH DOG.

>> WE HAVE MEMBERS.

>> MEMBERS OF VFN ARE TRULY HELD TO A STANDARD.

>> HOW DO YOU HELP THE PEOPLE IN THE RESTAURANT SHARE THEIR COMMITMENT TO THEIR PATRONS.

>> THERE'S A STANDARD OF PURCHASING THAT THEY HAVE TO MEET IN ORDER TO BE A VFN MEMBER.

>> THE CALL TO ACTION FOR THE GENERAL PUBLIC IS, GO TO THOSE RESTAURANTS, SUPPORT THOSE RESTAURANTS THAT ARE ABSOLUTELY WORKING HARDER.

>> THE WAY WE PURCHASE FOOD, IT IS DEFINITELY NOT THE EASIEST WAY TO DO IT.

THERE ARE PLENTY OF PLACES THAT PICK UP THE PHONE, THEY CALL A BROAD LINE DISTRIBUTOR AND THE FOOD SHOWS UP.

A LOT OF IT IS FROZEN, A LOT OF IT IS CANNED, A LOT OF IT IS FROM PARTS UNKNOWN.

WE HAVE A WHOLE POSITION DEDICATED TO PURCHASING.

IT IS A SALARIED JOB.

IT IS HIS JOB TO SOURCE FOOD, AND MOST OF IT COMES FROM LOCAL FARMS.

IT'S 30 PHONE CALL AS DAY, INSTEAD OF TWO OR THREE, IT TAKES A LOT MORE HE EFFOR.

>> >> IT IS HARDER TO WORK WITH LOCAL FARMERS AND THEY NEED TO BE RECOGNIZED AS SUCH AND MARKED IN A WAY THE PUBLIC CAN FIND THOSE.

>> WHEN CONSUMERS SEE A VERMONT FRESH NETWORK LOGO ON THE FRONT DOOR, I THINK IT IS A SEAL OF APPROVAL.

I THINK IT GIVES THE CONSUMER A GREAT LEVEL OF CONFIDENCE THAT, FIRST OF ALL, THEY'RE GOING TO HAVE A GREAT DINNER, AND THAT THEY'RE GOING TO BE DOING SO IN AN ESTABLISHMENT THAT CARES A LOT ABOUT THE LOCAL COMMUNITY AND CARES ABOUT VERMONT'S FOOD ECONOMY.

>> SOUNDS DELICIOUS.

BUT DOESN'T LOCALLY-SOURCED DELICIOUSNESS COME ASSOCIATE A HIGHER PRICE?

>> IT -- COME AT A HIGHER PRICE?

>> IT IS THOUGH SECRET A FARM TO TABLE RESTAURANT, IF YOU WILL, IS NOT GOING TO BE THE CHEAPEST OPTION ON THE STREET.

IT IS JUST NOT.

YOU'RE PAYING MORE MONEY FOR YOUR PRODUCT ON PUTTING A LOT OF CARE AND ATTENTION INTO PREPARING IT VERSES ALTERNATE WAYS OF DOING BUSINESS.

>> LOCAL FOOD PRODUCTION ON A SMALL SCALE IS NOT AS EFFICIENT.

WE'VE BUILT A VERY EFFICIENT COMMODITY FOOD MARKETPLACE TO PUT CHEAP CALORIES ON THE TABLE.

WE HAVE NOW MAYBE QUESTIONING THAT, AS A GOAL, BUT WE'VE GOT TO COME BACK FROM THAT.

ONE OF THE THINGS WE NEED RECOGNIZE AND APPRECIATE IS THAT MAYBE THE BEST PRODUCTION OF FOOD ISN'T THE MOST EFFICIENT IS THERE'S CERTAINLY A FALSE FOOD ECONOMY OUT THERE.

THERE'S FALSE PRICING.

WE TRY TO DO THE EXACT OPPOSITE OF WHAT, IN THE RESTAURANT SPACE, OF WHAT CHAIN RESTAURANTS DO, WHICH IS BASICALLY TO PRODUCE THE CHEAPEST FOOD THAT YOU POSSIBLY CAN, CHARGE THE LOWEST POSSIBLE PRICE, AND NOT PAY A HECK OF A LOT OF ATTENTION TO QUALITY OR THE CLEANLINESS, IF YOU WILL, OF THE FOOD.

WE TRY TO DO THE EXACT OPPOSITE, WHICH IS TO PRODUCE THE HIGHEST QUALITY FOOD THAT WE CAN, TRY TO SUPPORT OUR LOCAL ECONOMY IN DOING SO, AND THEN CHARGE APPROPRIATELY ON THE MENU.

AND WE HOPE THAT GUESTS UNDERSTAND THAT THIS IS KIND OF WHAT A RESTAURANT EXPERIENCE REALLY COSTS AND WE HOPE THAT THEY ENJOY IT.

>> ACCESS IS INCREDIBLY IMPORTANT.

AND, YET, THE COST OF PRODUCTION REALLY NEEDS TO BE TAKEN INTO CONSIDERATION.

AND PRODUCTION IN A WAY THAT'S NOT ONLY NOURISHES OUR BODY BUT NOURISHES OUR ENVIRONMENT.

WE CAN'T CONTINUE TO ALLOW OUR CHEAP COST OF FOOD TO BE MADE ON EXTERNALIZING THE COST OF PRODUCTION.

AND, KILLING THE GULF OF MEXICO.

LIKE, THERE'S -- BUT IT'S HARD TO MAKE THAT CONNECTION IF YOU DON'T LIVE IN THE GULF OF MEXICO.

AGAIN, YOU'RE EATING THAT FOOD IN THE IN THE COMFORT OF YOUR BEAUTIFULLY PRISTINE ENVIRONMENT IN VERMONT.

SO HAVING THE FOOD PRODUCTION FOCUSED ON YOUR NEIGHBOR PRODUCING THE FOOD, CHANGES THE CONVERSATION TREMENDOUSLY.

BUT IT IS A LONG WAY FROM $1.99, OR 99-CENT CHICKEN, IT IS A LONG WAY FROM THAT.

SO BRIDGING THAT GAP IS SOMETHING WE TRAY TO DO, HOW DO YOU KEEP FARMING AND THE LIVING OF FARMING AND HAVE FOOD BE AFFORDABLE FOR THE PUBLIC.

WHAT IS ATHLETE INSPIRING, THERE IS A LOT OF -- WHAT IS TOTALLY INSPIRING, THERE IS A LOT OF PEOPLE IN VERMONT WORKING ON IT.

>> THERE ARE GREAT RESTAURANT GROUPS IN THIS SAME MARKET.

I THINK WE'RE ALL KIND OF ON THE SAME TEAM, AND I THINK, COLLECTIVELY, WHAT HAPPENED IN THE LAST FIVE OR SO YEARS IN THIS STATE IS THAT A NUMBER OF RESTAURANT OWNERS HAVE SHOWN THAT YOU CAN BE A FARM TO TABLE RESTAURANT, YOU CAN PURCHASE A GREAT DEAL OF FOOD FROM VERMONT FARMERS AND FOOD PRODUCERS AND YOU CAN BE PROFITABLE.

IT IS KIND OF A, ALMOST A NONTHE STARTER FOR A CERTAIN GROUP OF CUSTOMERS, A BIG GROUP OF CUSTOMERS, IF YOU'RE NOT SHOWING COMMITMENT TO THE FOOD ECONOMY, YOU'RE NOT GOING TO BE ON THE CONSUMER'S SHORT LIST OF RESTAURANTS TO GO TO.

>> PEOPLE LOVE EATING OUT, AND WHEN THEY, DO THEY'RE INCREASINGLY LIKING FOR LOCAL.

WHAT ABOUT GROCERY STORES, ARE THEY RESPONDING TO CONSUMER DEMAND BY STOCKING SHELFS WITH MORE LOCAL GOODS?

>> I'M TYLER BLANCE, THE LOCAL PROGRAM GUY FOR PRICE CHOPPER SUPER MARKETS.

>> PRICE CHOPPER REALLY -- THEY'RE MAKING CHANGES.

>> LOCAL IS SOMETHING WE HOLD A LOT OF IMPORTANCE TO AS A BRAND.

>> THAT'S WHERE THEY'RE SEEING THE FUTURE.

>> PRICE CHOPPER IS UNDER GOING A REBRANDING OF SORTS WITH A NEW NAME AND ENHANCED VALUES.

>> AS WE TRANSITION, WE WILL HAVE AN ENHANCED FOCUS ON LOCAL PRODUCTS.

ONE OF OUR 32 REASONS TO LOVE MARKET 32 IS THAT WE'RE AT HOME WITH LOCAL.

>> TYLER TOOK US ON A SUPER MARKET TREASURE HUNT LOOKING FOR LOCAL PRODUCTS.

WE FOUND A FEW THROUGHOUT THE STORE, BUT THERE'S CERTAINLY ROOM TO GROW.

NOW LET'S SHIFT GEAR AS BIT AND CHECK OUT A FOOD CO-OP WHERE YOU DON'T HAVE TO GO FAR TO FIND THE LOCAL LABELS.

>> I'M JOHN TASHIRO, THE GENERAL MANAGER AT THE CITY MARKET.

WE'VE BEEN IN THE COMMUNITY A LITTLE OVER 40 YEARS.

WE HAVE 11,500 MEMBERS.

>> DIFFERING FROM THE STANDARD GROCERY STORE, A COOPERATIVE IS SUPPORTED BY ITS COMMUNITY MEMBERS THROUGH FEES OR LABOR HOURS, ALLOWING FOR REDUCED OVER HEAD AND CHEAPER PRICES.

>> CLOSE TO ABOUT 40% OF OUR PRODUCTS ARE LOCAL.

>> AGAIN, I'M WILLING TO BET THIS IS GOING TO BE MORE EXPENSIVE FOR THE SHOPPER.

>> THERE IS A PROCESSION IN THE COMMUNITY, HOW CITY MARKET CAN BE MORE EXPENSIVE ON SOME OF ITS PRODUCTS.

YES, WHEN WE ARE LOOKING TO PROVIDE FAIR PRICES FOR LOCAL FARMERS AND VENDORS, WE TRY TO CERTAINLY MAKE SURE THAT THOSE PRODUCTS ARE PRICED ACCORDINGLY.

BUT, AT THE SAME TIME, WE HAVE A NUMBER OF INITIATIVES HERE IN THE STORE.

FIRST OF ALL, AS A MEMBER, YOU WILL BE RECEIVING DISCOUNTS WHEN YOU PURCHASE PRODUCTS HERE.

WE ALSO HAVE INITIATIVES AROUND TRYING TO HELP THOSE MEMBERS ON SUBSIDIESED IN SOME FORM, SO WE'RE VERY MINDFUL OF WANTING TO MEET PEOPLE WHERE THEY ARE, DEFENDING ON THEIR ECONOMIC SITUATION.

WE WORK WITH A NATIONAL COOPERATIVE OF GROCERS, NCG, WHO IS ESSENTIALLY A VIRTUAL BUY ENAT THIS TIME AT THE TIME TEE FOR -- BUY ENTITY FOR NOT ONLY CITY MARKET BUT OTHERS CO-OPS ACROSS THE NATION IT TAKES ALL THE PURCHASING POWER FROM ALL THOSE CO-OPS AND NEGOTIATES CERTAIN PRICES WITH PRODUCTS.

AND SO THAT IS A WAY THAT WE LEVERAGE NOT ONLY WHAT WE'RE CAPABLE OF BUYING BUT REALLY POOLING WITH OTHER CO-OPS SO THAT WE CAN GET THE BEST PRICE ON THE PRODUCT.

BUT WE CERTAINLY FEEL THERE IS A REAL PRICE WITH FOOD, AND THUS WITH THE LOCAL PRODUCTS.

WE HELP INFORM AND EDUCATE OUR CUSTOMERS AND MEMBERS TO SAY THAT, IF WE ARE GOING TO BE COMMITTED TO GROWING THE LOCAL ECONOMY, THERE NEEDS TO BE AN UNDERSTANDING THAT LOCAL FOOD MAY, INDEED, COST MORE BECAUSE IT IS BEING PRICED AT A LEVEL THAT IS REAL, VERSES, YOU KNOW, YOU MENTIONED PRODUCTS BOUGHT IN BULK AND NEGOTIATED IN LARGE PRODUCTS WITH SUBSIDIES.

>> WE AS CONSUMERS HAVE A LOT OF POWER.

>> I SEE THAT AS WHAT HAS BEEN ACHIEVED HERE AND THERE AS WINNING BATTLES AND MAKING PROGRESS GAINS TIED AL WAVE IN OTHER -- TIDAL WAVE IN OTHER DIRECTION.

>> YOU VOTE WITH YOUR DOLLAR.

>> YOUR SPENDING IS AN IMPORTANT PART AND ANOTHER IMPORTANT PART IS ALL THE STUFF THAT GOES ON AROUND THAT AND THE KINDS OF ENGAGEMENT YOU TAKE WITH THE LAND AND EDUCATION AND ALL OF STUFF IN YOUR COMMUNITY AND THE KIND OF POLITICAL CHANGE YOU PUSH FOR.

>> SO CHOOSE WISELY, WHEN YOU'RE BUYING YOUR NEXT MEAL.

JOIN US NEXT TIME WHEN WE SHOW YOU WHAT HAPPENS TO ALL THAT FOOD YOU DON'T EAT.

IT'S NOT WASTE IF WE DON'T THROW IT AWAY.

[ROOSTER CROWING] >> 30 TO 40 40% OF OUR FOS GROWN FROM FARM TO PLATE IS WASTED.

YOU KNOW, WE NEED TO THINK OF IT ALL AS USEABLE RESOURCE MATERIAL, NOT WASTE.

>> THERE IS REAL VALUE, BIOLOGICAL AND ECONOMIC, IN A LOT OF THE LEFTOVERS AND BY PRODUCTS OF OUR FOOD SYSTEM.

>> PEOPLE GO, OH, HOW MUCH IS THIS GOING TO COSTLY?

WHAT KIND OF HASSLE WILL THIS BE?

>> IF THE GLEANERS ARE REALLY GOOD AT THEIR JOB, THE FARMER DOESN'T EVEN KNOW THEY'VE COME AND GONE.

>> WE STARTED HAULING FOOD SCRAPS MOSTLY TO CAPTURE AND SECURE THE RESOURCE FOR OURSELVESES.

>> THERE'S NO SMART MONEY INVESTING IN COMPOSTING IN VERMONT.

>> PRODUCTION OF THE LOCAL MOTIVE IS SUPPORTED IN SPAR BY BEN AND JERRIES.

CITY MARKET.

GARDENER SUPPLY COMPANY.

HANOVER CO-OP FOOD STORES.

HICK COME AND BOARDMAN INSURANCE GROUP.

PRICE CHOPPER.

UVN DINING.

THE VERMONT COMMUNITY FOUNDATION.

VERMONT FARM TO PLATE NETWORK.

VSECU.