"Frito-Lay is one of several big companies that, along with some large-scale farming concerns, are embracing a broad interpretation of what eating locally means. This mission creep has the original locavores choking on their yerba mate. But food executives who measure marketing budgets in the millions say they are mining the concept because consumers care more than ever about where their food comes from.
For hard-core locavores, watching the food industry adopt their language is frustrating. But it also means things are changing.
“You know the locavore phenomenon is having an impact when the corporations begin co-opting it,” Ms. Prentice said. “Everyone should know where things are processed. The ‘where’ question is really important.”" (Thanks Leila)