Words Rule! Maybe

Joe Jancsurak, Editor 

Do you know the difference between knowledge and wisdom? Knowledge is knowing a tomato is a fruit. Wisdom, on the other hand, is knowing it doesn’t belong in a fruit salad.

I was reminded of this paraprosdakian (yes, it’s a real word) as I read this month’s cover story, “Close to Home,” on page 11. Its content surprised me; perhaps it will surprise you as well. Educator and economist Ben Campbell shares data showing consumers are beginning to think of organic and locally grown produce as being the same.

One study shows that while three-quarters of consumers correctly indicated that local and organic directly imply “decreased miles to transport product” and “no synthetic pesticide” respectively, 12 percent of the consumers perceived organic as local, while 17 percent perceived local as organic. There’s more: 16 percent of the consumers surveyed believed local implies no pesticides, while 15 percent indicated that organic was produced closer to home.

What seems to be happening here, like it or not, is that a growing number of consumers are blurring the line between local and organic, with one study showing that 20 percent of respondents think of them as the same.

Recognize that, and you have the knowledge part of the article.

As for the wisdom side, my immediate take as a journalist and lover of words is that something must be done to correct this disturbing trend.

But wait, perhaps wisdom in this case is knowing that promoting the difference between organic and locally grown produce really isn’t the end game. After all, it’s really about knowing that consumers fall into different categories or market segments. Then it’s about growing, delivering, and selling to them what they want. Now that’s wisdom. What do you think?

Finally, on behalf of Produce Grower and GIE Media, we wish you and yours a blessed and happy holiday season. Cheers!

Joe Jancsurak, Editor | jjancsurak@gie.net
(216) 236-5960 | Twitter: @GreenhouseMag