Just as big corporations co-opted the alternative organic movement and turned it into a $25 billion industry, Frito-Lay, Hunts, and ConAgra want to apply this "locavore" idea to their massive brands: "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." [NYT]
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