Consider the Source
August 5, 2009 12:49 PM Subscribe
"It's a different way of thinking about 'local' that's not quite as literal," says a consumer research consultant in an article running this week in alternative newspapers nationwide. The piece (by Stacy Mitchell of the Institute for Local Self-Reliance) describes the response of global and national companies to the reality that consumers are moving more of their dollars into purchasing at locally owned businesses, representing both a threat, and an opportunity for companies that can successfully rebrand themselves as 'local'. As with greenwashing before it, 'localwashing' seeks to lure customers based on perception of values alone, resulting in such phenomena as Frito-Lay highlighting farmers from 27 states as the "local" growers for its potato chips and Hellman's Mayonnaise piloting a campaign in Canada to present its product as 'local' because most of the ingredients are from North America.
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