Let's start with taste. Compare our strawberries with those berries you see
in the plastic clamshell boxes at the store. Our berries are sweet and
tender and bursting with juice. Their berries? Not so much.
Most of the so-called fresh produce in your grocery store was actually grown
thousands of miles away, primarily in California, in varieties bred for
size, shipping and shelf life, not flavor. Our crops are intended to be
consumed locally and can't be shipped long distances because they're so full
of juice and flavor -- they wouldn't survive a long, bouncy trip in a
Take tomatoes, for example. A typical grocery store tomato is picked green,
placed on a truck and shipped to a destination where it is fogged with
ethylene gas to turn it red for the grocer's shelves. Now, ask yourself
what's going to be better -- that green tomato, or a ripe one picked fresh
from the vine, close to home?
All vegetables begin losing flavor and nutrition the second they are picked.
It only stands to reason, then, that the closer you are to the source and
the sooner you get your produce after picking, the better it will taste and
the better for you it will be.