Aisle Insights: Want Local Food?

Don't Look Too far, Pay Too Much or Go Without in Iowa

By Aaron Putze, APR

People are fond of proximity.

Living adjacent to a bike and walking trail is all the rage. Not having to travel far for dentist and doctor appointments or a grandchild’s choir performance is preferred. And who doesn’t relish the convenience of a short drive to enjoy a delicious meal, new release on the big screen or 18 holes of golf.

Most people desire to be close to things they need and like.

Count my wife Crystal and me among them. One important factor for choosing our new home was the baseball fields buttressing the property. With just a hop, skip and jump, our children can be playing ball as participants in their youth rec league. And as our kids’ biggest fans, we can be watching from the bleachers by simply exiting our backyard.

But recreation, education and health care amenities aren’t the only things people want nearby.

In a survey last winter of nearly 700 Iowans conducted on behalf of the Iowa Food & Family Project (Iowa FFP), nearly half admitted that where food is grown is an important factor when deciding what to buy.

Those on a quest to “eat local” have revolutionized the state’s food scene. Want proof? Consider the explosion in the number of farmers markets. Twenty years ago, only a handful existed. Today, you’ll find one in nearly every Iowa town – including those without stop lights.

Iowa ranks second nationally in the per-capita number of farmers markets, with the Downtown Des Moines edition widely heralded as one of the best. Attendance at the season-opening market often surpasses six digits. Curious and hungry shoppers pour onto Court Avenue prepared to pay a premium for everything from beef, omelets and radishes to kale, tomatoes, ice cream… and yes, even lemonade.

Restaurants and grocery stores not wanting to miss out on increased sales (and revenue) proudly feature locally sourced ingredients on advertisements and menus.

But what does “local food” mean?

No one knows for sure because no definition exists.

Iowa FFP asked hundreds of Iowans to try. Some said food grown across the street, others replied in the same county. A significant number defined local as food grown in-state while still others thought the label was appropriate for food produced in the same country as it’s sold.

Retailers are just as confused. Some brand “local food” as grown within 50 miles of where it’s sold. Others peg the distance within 240 miles. Go figure.

But no worries. While “local food” may be difficult to define, it’s plentiful in Iowa and in many ways, quite affordable.

Hellmann’s ® mayonnaise is a perfect example. The two primary ingredients for the billion-dollar brand found in millions of U.S. homes are soybean oil and eggs. Turns out both are sourced from Iowa.

Subway is another. The popular franchise with nearly 32,000 U.S. stores sources its turkey from farms located throughout north central and southeast Iowa via farmer-owned West Liberty Foods.

And that’s just for starters. There’s a good chance the pepperoni on your favorite frozen pizza and the chops, bacon, chicken and turkey you purchase for dinner at Fareway, Costco and Hy-Vee originated from Iowa pig and poultry farms.

A good portion of the in-season fruits and vegetables available at your local grocery stores, farmers market and restaurants also originated from places you know, including Cambridge, Jefferson, Rhodes, Boone, Carroll and Cumming, to name just a few.

There’s also no shortage of locally branded and awardwinning products made right here at home. AE Dairy milk and yogurt, Maytag Blue Cheese, Pella bologna, Lewright Meats’ smoked chops, Frisian Farms gouda, Teifenthaler Quality Meats’ no-mess chili dogs, Graziano’s sausage and Blue Bunny Ice Cream ® are some that come to mind!

The ability of Iowa farmers to produce – whether for sale direct to consumer or as ingredients for large-scale food production and distribution – is great for consumers and Iowa’s economy. If you live in Iowa and want to eat local, you don’t have to search too long, pay too much or do without. Bon appétit!

Aaron Putze, APR, serves as communications director for the Iowa Soybean Association. He was raised on a farm near West Bend and lives in Waukee with his wife Crystal and children Garrett, Grant and Jaelyn.