When ‘Local’ Makes It Big

NY Times May 12, 2009

WHEN Jessica Prentice, a food writer in the San Francisco Bay area, invented the term “locavore,” she didn’t have Lay’s potato chips in mind.

But never mind. On Tuesday, five potato farmers rang the bell of the New York Stock Exchange, kicking off a marketing campaign that is trying to position the nation’s best-selling brand of potato chips as local food.

Five different ads will highlight farmers who grow some of the two billion pounds of starchy chipping potatoes the Frito-Lay company uses each year. One is Steve Singleton, who tends 800 acres in Hastings, Fla.

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