The emergence of one-stop mega stores in the mid-to-late 20th Century changed the way the world shopped and ate. Selling everything from lawnmowers to deli products, the ‘convenience factor’ became an overriding influence.

From sliced bread to pre-peeled and segmented oranges, the link between the origin of produce and the end consumer became more and more fragile to the point where the consumer was completely removed from the reality of their daily bread. The massive scale of these operations and the efficiency of their logistics undoubtedly led to compromises in quality – food had to look good, cost less and last longer by any means.

Since the dawn of the 21st Century there has been a conscious shift away from the perception that convenience is king. As the impact of modern mass production practices on the environment and our health has come into focus, the trend has started to reverse itself. Provenance, sound environmental practices, natural, healthy and organic foods have re-emerged as local fresh food markets have started popping up everywhere from the suburbs to inner city locations. Carolyn Martin, co-owner and marketing director of Creation remarks on the market culture she experienced on a recent trip to London:

“It really is amazing to see the transition that has happened. The trendy coffee shops and fast food stores are all rebranding and repositioning themselves to appeal to a new generation of consumer that places provenance above convenience – this is ‘slow food’, not fast food. There was a noticeable ‘bustling market’ atmosphere as I was emerging from King’s Cross London Underground – not to a group of housewives but rather a swarm of smart suits all mobbing fresh food street stalls.”

To read more, click here.