Specialty Food Magazine

JUL-AUG 2013

Specialty Food Magazine is the leading publication for retailers, manufacturers and foodservice professionals in the specialty food trade. It provides news, trends and business-building insights that help readers keep their businesses competitive.

Issue link: https://www.e-digitaleditions.com/i/139333

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Page 98 of 217

natural selections PHOTO: ROANOKE NATURAL FOODS CO-OP Roanoke Natural Foods Co-op's Heritage Point Farm The New Farmers PHOTO: W AUSTIN W Austin's rooftop apiary Many retailers, restaurateurs and even hoteliers are rolling up their shirtsleeves to work their own fields, though in some cases, the back forty is being replaced by a greenhouse above the 40th floor. BY JULIE BESONEN  "If you're not making a proft, you're a gardener. This is not a hobby." —Sean Jordan A growing number of consumers who value buying local are getting one degree closer to the source as the so-called hyperlocal movement takes root. Across the country, high-end retailers, food co-ops and even hotels are manning their own crops or installing rooftop apiaries as a way to improve the planet and offer fresh food—with profits as a nice byproduct. Here, three specialty food professionals talk about their forays into farming. Co-ops Take the Next Step 82 ❘ SPECIALTY FOOD MAGAZINE specialtyfood.com PHOTO: EVA MESZAROS Eli's Vinegar Factory rooftop garden The Roanoke Natural Foods Co-op in Roanoke, Va., is starting to see the fruits of its labor from the 25 acres of land it purchased in October 2012. Named Heritage Point, the farm is roughly six miles from the store and within city limits. "An important thing for us is to show people you can farm in an urban setting and produce a good amount of food," says John Bryant, the cooperative's director of marketing. The 3,200-member organization anticipates growing enough food to supply the store as well as a bounty of produce for an on-site farmers market.

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