I would love to see more local in my Whole Foods (Toronto, Canada)

I was there just last weekend, and disappointed by no local broccoli, no local onions, etc.; even though this is the height of the local harvest season.

I know you (Whole Foods) have made a big push for local, and to your ever-lasting credit, you do a much better job than most of your ‘big’ competitors.

But when compared with local farmers markets there is room for improvement.

I can’t think of a lot of vendors names for you; but I can tell you who shows up at my local farmer’s market, hopefully they might be able to supply you (and you might want to be supplied by them!)

Cookstown Greens: (awesome heirloom varieties of tomatoes, carrots, salad greens, and other neat stuff)

http://www.cookstowngreens.com/

Also, Quinte Organic Co-op (eastern Ontario farmers)

http://www.quinteorganic.ca/tiki-index.php

And Kawartha Eco-growers.

http://www.kawarthaecogrowers.locallygrown.net

They also have game meat at the market, which I would love to see back in the store.

Deer Valley is the name of the vendor

http://www.venison.ca/

There’s a bunch more. This is the webpage for one of my local markets, I just highlighted the one’s I buy from.

http://evergreen.ca/rethinkspace/?p=148#farmers

Each of our 11 regions has its own definition for what is considered “local.” Although Whole Foods Market has stores throughout the United States and Canada, unlike many companies, we recognize that each region is unique. What is considered local in Kansas is different from what is considered local in southern California. In the Bay Area, for example, they are currently using counties; in the Midwest, it’s generally states. However, although each region has its own definition, we are frequently asked for a national definition and have chosen 7 hours driving time as the maximum distance for products to be considered local.

If you go into one of the stores in the Bay Area, you will clearly see that only items which would truly be considered “local” are labeled as such. Both our Northern California and Southern Pacific regions even have their own foragers to bring in more local products and promote the ones we already sell.

As for the label “grown in California”: unlike most retailers, Whole Foods Market voluntarily tells customers where its produce comes from. You will see similar labels telling you when produce is from Chile, Mexico, or Florida, for example.

We truly do have a commitment to local food production and do our best to work with local producers as much as possible. Please let us know about any local producers that you know who would like to work with us!

I love that Whole Foods is focusing on locavorism, but I do feel strongly that the brand’s definition of ‘local’ is inherently flawed. Maybe in some parts of the country, 7 hours is as good a “local” radius as can be expected, but in the Bay Area or Southern California… it’s frankly embarrassing.

I’m inspired by all these pretty posters of local farmers hanging from the rafters in my city’s WF stores. But I’m sad that rarely are their products on offer! Except at the very height of season, all we often get are “grown in California” products — way too vague for a state that’s 770 miles from top to bottom.

I’m willing to pay a premium for produce (and protein, too) from within my local foodshed. I’d be thrilled to see Whole Foods make a stronger commitment to supporting truly local — not regional, and especially not ‘factory organic’ — producers.

Thanks for all you’re already doing!