The problem with the local movement, PSFK thinks, is that it suggest that people in, say, northern Europe shouldn't drink orange juice or eat much fruit for many months of the year. What seems to have happened is an over-reaction to the abundance of consumer choice we've been offered.

Time magazine’s main article in its March 2nd 07 issue reflects the uncertainty and confusion we have about ethical consumption of food in 2007. There’s a growing movement to eat local foods – food within a 100 to 250 mile radius – but, as the magazine suggests, that’s great if you live in California, ok if you live in North East USA but pretty restrictive if you live in Dublin. (The theory is that consuming fruit a local farm that even uses pesticides may be better for the planet than organic fruit shipped by fossil fuel burning planes, trains and boats half way around the world).

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