Ron LaChance runs several farmers markets in Southern California. “San Diego is into organic produce more than any other community,” he says. “When we first opened here we had one organic farmer and I thought the locals were going to run me up the flagpole. They were threatening my life: 'If you don't get organic farmers we're never coming back.'”
LaChance listened, and added more organic farmers, who now outsell the others by about a 4-1 ratio.
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