One thing I really like about reading Seth Godin’s stuff is his ability to sucinctely state things I’ve been thinking about for a while. Since I tend to agree with him, so he must be pretty smart. 🙂
The richest and best-educated people in our economy are shifting, and pretty quickly. They’re just as willing to spend money as they always were, but now it’s not focused on fancy organic stuff at the Whole Foods Market or giant bulletproof cars from Germany or private jet travel. Instead, the market is trying as hard as it can to spend time and money without leaving much of a trace.
This does seem to be an emerging trend. People are becoming much more aware of where their food is produced because of food outbreaks and dieting trends. And people seem to be discovering that food that’s picked fresh tends to taste better.
Carrots that taste like carrots? Wha? Carrots have flavor? Try the organic ones from Seward Co-op in a blind taste test against Cub’s mini-carrots.
Jeremy Iggers expressed similar sentiments about the evolution of the Twin Cities food scene over the time he’s covered it for the Star Tribune:
The most exciting trend I have seen since I started covering the local restaurant scene has been the rise of restaurants that put their values — social, environmental, humane — on the menu. Brenda Langton of CafÃ© Brenda (and Spoonriver) and Lucia Watson of Lucia’s Restaurant and Wine Bar were the pioneers, but today, their creed of locally grown, organic and sustainable food can be found at most of the best restaurants in town, ranging from Muffuletta, Corner Table and W.A. Frost & Co. to Restaurant Alma, Cafe Barbette, Sapor Cafe & Bar, jP American Bistro, the Craftsman, the Dakota Jazz Club & Restaurant and Heartland. Maybe it’s a sign of spiritual progress: Instead of getting our identity from what we consume, we make choices that express what we value.
This goes beyond food, although it makes sense that food would be a leader in this trend since people tend to make more considered purchases about things they put into their body.