Before the advent of refrigerated transportation, the only food available to consumers was grown and raised close by. Today, we can buy produce from all around the world, and the idea of being “in season” is practically outdated. Recently, many consumers are getting on the “eat local” bandwagon with the belief that fresh food is better food. The owners of an IGA grocery store in Montréal have literally taken the concept to a whole new level. With assistance from a local urban gardening firm, they have created what they claim is Canada’s largest organic vegetable garden on the roof of the store. Produce grown upstairs is sold downstairs under the brandname, “Frais du Toit” (Fresh Roof). By making locally grown, organic produce easily available to its customers, the owners hope to cash in on increased consumer awareness of the food supply chain, and their desire for better produce.
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