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Eating Green: Coverage Of The Locavore Movement, Amanda Ruth-Mcswain

The Journal of Extension

Various environmental, health, and food safety concerns have affected the purchasing decision of consumers and contributed to the growing demand for local produce and products, all of which can be found at local farmers markets. The research reported here adds knowledge about the media coverage regarding the role of farmers markets in local food consumption. Through a framing analysis of newspapers from eight different U.S. cities, the study revealed that four frames describe the coverage on the farmers markets and the buying local trend. Suggestions for Extension outreach efforts based on the locavore movement are offered.