The rise against factory produced food is gaining momemtum amongst U.S. consumers. Ask an American about ‘food miles’ or the ‘slow food movement’ five years ago and few would’ve known what you were talking about. Today, however, awareness of these trends is like a badge displaying your green credentials. As these issues catch on the market for foods which fit the profile of this trend is likely to grow significantly.

In the report Local and Fresh Foods in the U.S. it’s predicted that the market for these products will grow to around $7 billion by 2011. This is as a result of restaurants, supermarkets and convenience stores tapping into growing consumer demand for something fresh, local and increasingly, seasonal.

But, with a premium attached, are these products just a privilege for the middle classes? There’s no doubt farmers markets, selling mainly organic produce, have experienced exponential growth but it’s not a cheap shopping experience. The pressure to eat fresh and local and organic is tied up with America’s burgeoning ‘green’ culture and obsession with food safety and origination.

Consumers on a lower budget may not be willing to part with extra cash just to eat something that was grown closer, is in season, or is organic. Indeed, one may ask whether there are real nutritional and environmental benefits or whether buying these items merely assuages a middle class ‘green’ consciousness.

The Food Standards Agency in the UK has come under attack on many occassions for refusing to endorse organic fruit and veg as the best option and worth the financial premium. This is because it believes the evidence to support the idea of increased nutritional benefits in these products is not there yet. In addition, to promote organic may put people off eating ‘regular’ fruit and veg. Rather it is better to try and get people to actually eat five portions of fruit and veg a day, whether the products are organic or not.