Eating locally grown food has become an increasingly bigger fad over recent years. With consumers becoming more conscious of food quality they are being to demand foods that are grown in the area as they feel that they are more naturally grown. The mass media has a lot of control over how consumers think and has the ability to easily sway them in positive and negative ways.
The media has been a real help in promoting locally grown food. The Foodland Ontario commercials are one way in which the media has attempted to show the public the glorious side to Ontario grown produce. The most recent ad used to bring awareness to Ontario grown food and the people behind making them aired on local television stations in Ontario over the thanksgiving weekend. The ad was created by the Ontario Agri Business Association (OABA) in a way to thank Ontario producers for their hard work and wish everyone a happy thanksgiving while at the same time providing an underlining message to buy locally grown produce.
I believe that the media is the best way to promote Ontario grown food. Commercials that can depict the care Ontario farmers put into producing their products help give consumers a sense of security and pride in buying locally grown food. This is essential in bringing awareness to agriculture and helping create niche markets for Ontario farmers. If you present consumers with the facts they will be willing to make the right kind of food choices mainly ones that help themselves and the industry as a whole.
I too believe the media has been effective at promoting Ontario-grown food, although I suspect the media sees itself in a different light, as more of a forum to discuss the merits of local food, rather than as a promoter.
However, overall, if you counted the number of stories that were generally regarded as positive about local food, I’m sure that number would far exceed anything negative being said about it.
Why do you think the media is so supportive of local food?