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The food movement is small? Not from where we sit, it isn’t.

Originally published by The Washington Post on 02/04/2016

In her latest column for The Washington Post, “The surprising truth about the ‘food movement,’ ” Tamar Haspel argues that the number of people who really care about where their food comes from, how it is grown and its impact on our health and the environment is surprisingly small.

We think she’s wrong. As two people who talk to consumers, farmers and retailers every day about food buying choices, we can tell you that the level of awareness and concern for the food we are eating is higher than it has ever been — and shows in changing attitudes and in changing habits, too.

But don’t take our word for it. Listen to food industry analysts like Scott Mushkin, who said last year: “To me, the biggest change is what’s going on with eating trends in the U.S. It’s stunning how much food patterns have changed.” His firm’s research found that the No. 1 one message of women surveyed was that they want to buy more fresh fruits and vegetables.