"Be Loyal, Buy Local" That became the slogan at Whole Foods stores this year. While I think it is wonderful that they are promoting local produce (mostly), I cringe a bit at the "loyal." I have thought about this a few times when I've been in Whole Foods this summer. While it's a bit of an oxymoron to ask customers to be loyal to individual growers while shopping at a large chain grocery store, it does take a committment, a certain loyalty even, to always be mindful of buying locally-made/grown goods, or shop at locally-owned businesses. It is often much more convenient to hit the mall rather than go a little out of the way to a boutique. Or to stop at the grocery store rather than find a farmer's market. But that's certainly what is to be gained by seeking out those experiences where you can talk to the grower or designer or owner and develop a certain trust and loyalty in that product. Time for a slogan about the adventure of shopping off the beaten path, going local.