Local Produce is Fresher ~ Local produce is picked and eaten at the height of ripeness and was probably picked within the past day or two. Local farmers can also offer produce varieties bred for taste and freshness rather than for shipping and long shelf life.

Local Food Supports Local Farmers ~ Family farms are part of the American tradition of self-sufficiency and serve as the basis of local communities. With each local food purchase more of your money spent on food goes directly to the farmer. Local farmers spend their money with local merchants and the money stays in your community.

Buying Local Protects the Environment ~ When you buy food locally you reduce energy consumption. Local food doesn't have to travel far. Food, on average, travels 1500-2500 miles from farm to table. Buying local helps to lower energy consumption by reducing transportation and storage, both of which are very energy-intensive and pollute our air and water.

Buying Local Preserves Diversity ~ Certified Farmers' Markets are instrumental in preserving the diversity of California agriculture by providing marketing outlets for the small acreage growers of heirloom, culinary, ethnic, and specialty crops not widely grown on a large scale or found at traditional food sources.