Dec 282010
 
Wal-Mart Hermosillo
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America [Canada and soon everyone else 🙂 ] meet your farmer.

The maker of Stone-Buhr flour, a popular brand in the western United States, is encouraging its customers to reconnect with their lost agrarian past, from the comfort of their computer screens. Its Find the Farmer Web site and special labels on the packages let buyers learn about and even contact the farmers who produced the wheat that went into their bag of flour.

The underlying idea, broadly called traceability, is in fashion in many food circles these days. Makers of bananas, chocolates and other foods are also using the Internet to create relationships between consumers and farmers, mimicking the once-close ties that were broken long ago by industrialized food manufacturing.

Traceability can be good for more than just soothing the culinary consciences of foodies. Congress is also studying the possibility of some kind of traceability measure as a way to minimize the impact of food scares like the recent peanut salmonella crisis.

The theory: if food producers know they’re being watched, they’ll be more careful. The Stone-Buhr flour company, a 100-year-old brand based in San Francisco, is giving the buy-local food movement its latest upgrade. Beginning this month, customers who buy its all-purpose whole wheat flour in some Wal-Mart, Safeway and other grocery chains can go to findthefarmer .com, enter the lot code printed on the side of the bag, and visit with the company’s farmers and even ask them questions.

“The person who puts that scone in their mouth can now say, ‘Oh my God, there’s a real person behind this,’ ” said Read Smith, 61, who runs Cherry Creek Ranch, a 10,000-acre farm and cattle ranch in Eastern Washington. “They are going to bite into that bread or pastry and know whose hands were on the product.”

The FindtheFarmer site is the brainchild of Josh Dorf, 39, a disaffected dot.com entrepreneur who got into the food business six years ago by buying the Stone-Buhr brand from Unilever, the multinational consumer brands company.

Mr. Dorf gathers wheat from 32 farmers in the Pacific Northwest whose methods have been certified by an environmental organization. That wheat is kept segregated from uncertified farmers’ wheat while it is milled at a Spokane, Wash., factory, even though a single flour sack could contain wheat from as many as four farmers.

“Is it gimmicky? Sure, but it has value. Consumers have an interest in dealing directly with and supporting the American farmer,” said Mr. Dorf, who said he was inspired to create the site by “The Omnivore’s Dilemma” a book about the damaging effects of a hyperindustrialized food system.

The author of that best seller, Michael Pollan, a professor at the University of California, Berkeley, said FindtheFarmer was one part of a bigger effort to reintroduce trust into the food system.

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  One Response to “Forging a Hot Link to the Farmer Who Grows the Food”

  1. Icebreaker has a program that invites consumers to meet the farmers and sheep that grew the merino fiber for its activewear — and then see its entire supply chain. You can trace your garment through a unique "Baacode" sewn inside. See http://www.icebreaker.com.

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