Archive for the ‘Portfolio Samples’ Category

Recent Work: Environmental Documentation

Shenandoah Valley Farm

Shenandoah Valley Farm

It’s easy to overlook how content development and management supports the work done by non-profit organizations.

Earlier in the year I volunteered to write and design an informational brochure (embedded below) for the Shenandoah Valley’s Resource Conservation and Development Council (Shenandoah RC&D).

This lead to an interesting three year contract to organize and collect written materials for the “flex fencing stream exclusion” watershed program. The program provides financial assistance to farmers willing to erect fencing to keep animals from polluting the watershed. The fencing is typically accompanied by erosion-prevention planting techniques, too.

The program is privately funded through the Chesapeake Bay Funders Network.

From a content management standpoint the flex fencing project demands keeping track of, and documenting, numerous pieces of varied content (written materials – such as contracts and transcribed farmer interviews – to digital content, such as before/after photos).

Content is pretty essential when you think about its role securing funding for a non-profit. The content collected and managed tells the story of what’s been accomplished.

Shenandoah RC&D brochure

 

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Web Content Strategy & Social Media: Food Retail

Mid-Atlantic States

Content strategy required for independent food retail, too

Challenge:
Inform the public about the products, services, and philosophy of one of the Mid-Atlantic’s few remaining independently-owned, USDA-inspected meat processing facilities.

Solution:
Develop content strategy and related copy for a social media presence and new, CMS-driven website.

Client:
T&E Meats, Harrisonburg, Virginia
—

Excerpt:

Why T&E Meats
In 2007 Joe Cloud joined forces with farmer, author, and activist Joel Salatin to save one of the few remaining independent, USDA-inspected abbatoirs in the Mid-Atlantic.

The existing butcher shop had been named “T&E Meat Market” after Tommy and Erma May, the previous owners. Cloud and Salatin renamed it “T&E: True and Essential” to highlight the crucial role meat processing plays in the local food ecosystem and to mark the difference between sustainabily-produced local meats and the industrial system.

T&E enables farmers in Virginia to raise and direct market quality livestock by providing excellent processing services under USDA inspection.

A small-scale facility like T&E Meats skillfully and respectfully butchers its livestock compared to the mechanised and inhumane systems common to most large commercial meat processing plants.

We are the only remaining full-service butcher shop and abbatoir in the Shenandoah Valley.

##

See: T&E Meats website and T&E Meats Facebook page

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Press Release: Quail Habitat Funding

Challenge:
Inform the public about federal and state funds available for the creation of quail habitats in Virginia.

Solution:
A press release explaining the urgency of habitat loss and its connection to the local economy.

Client:
Headwaters Soil and Water Conservation District
—

January 12, 2010
FOR IMMEDIATE RELEASE

for further details contact:
Robert Whitescarver
District Conservationist
Headwaters Soil and Water Conservation District
phone: [omitted]
email: bobby.whitescarver@[omitted]
web: http://headwaters.vaswcd.org/

-or-

Kenneth Kesson
Private Lands Biologist
phone: [omitted]
email: Kenneth.Kesson@[omitted]

Thousands of Dollars Now Available to Augusta County Residents
to Create Quail Habitats

VERONA, VIRGINIA—A collection of cost-share incentive programs are now available to Augusta County residents willing to create quail habitats on their property.

The official “Christmas Count” of these grassland birds reveal that the quail population in Augusta County has dropped to an all time low. Bobwhite quail populations native to the area have declined over 82% in the last forty years.

Cost-share programs are available to private landowners, commercial tenants, and private citizens who wish to develop habitat for quail and other species on their properties. The state’s Best Management Practice (BMP) program in Augusta County is administered by The Headwaters Soil and Water Conservation District.

“Our goal with the cost-share program is to support creation of quail habitats. We find the local, state, or federal funding available to help shoulder the cost. Funds are available to reimburse residents for costs associated with purchasing native plants or hiring labor.”, says Robert Whitescarver, District Conservationist at Headwaters.

He continues, “Landowners are rewarded knowing they are contributing to improved wildlife habitats, support the local economy, and by enjoying the increased aesthetic beauty of their land. State and federal funds make protecting wildlife and natural resources a reality.”

According to Private Lands Wildlife Biologist, Kenneth Kesson, the contributing factors to the quail population decline include: habitat loss and fragmentation, increased urban development, nest predation and lack of winter cover and food. Natural grassland food sources have been gradually eliminated and replaced with non-native Fescue, a grass species which is neither good for cattle or quail. Meanwhile, many hedgerows and shrub thickets, which historically provided thermal and escape cover, have simultaneously been destroyed and cleared.

photo credit: Les Howard | Flickr

“Some might wonder why focus on quail when there are other pressing environmental issues in Augusta County. The answer is that by providing habitats advantageous to quail we are building a healthier ecosystem at the same time. Bobwhite quail can be seen as an indicator species for early successional grassland bird populations.

“Declines in the quail population mean that there is a lack of this type of habitat in general, and may be seen as an ecological warning indicating that there may be further declines in other species which use similar habitat components as quail. By restoring quail habitat we allow people an opportunity to enjoy a resource that has been in Virginia for centuries. There are many other benefits from adding habitat components favored by quail, ranging from carbon sequestration to protecting the soil from the erosive forces of the wind and water. We have had great success working with farmers and individuals to keep our waterways clean, prevent soil erosion, and replace non-native, invasive plants.”, says Kesson.

He adds, “It may be possible to bring the quail population back to previous levels over time. By developing habitat we are taking the first step towards making a realistic recovery effort. I am happy to speak to anyone interested in created quail habitat, or wildlife habitat in general, on their properties. The positive thing here is that we have money to help those interested in developing habitat on their properties and can get a lot of good done fairly quickly.”

In the past five years, Headwaters has paid $1,860,787 in state cost-share funds to Augusta County landowners who installed conservation practices.

The Headwaters District is one of 47 Soil and Water Conservation Districts in the Commonwealth of Virginia. Formed in 1975, the District is a part of the state government which provides citizens the structure and the capability to solve conservation problems at a local grassroots level. Since 1984, farmers in this District have voluntarily excluded 1,669 acres of pasture from livestock to protect streams and protected 96 miles of county stream banks, among other successes.

“Area residents have demonstrated their commitment to improving the environment over the years. We expect area residents will be excited to participate.” adds Whitescarver.

Private citizens concerned about quail can make their yards more wildlife friendly. Residents should provide four critical components for wildlife: food, water, cover, and a place to raise young.

More information on cost-share funds specific to quail can be found online at: http://www.headwaters.vaswcd.org/, or by calling Mr. Whitescarver at [omitted]. Yard certification is offered through the National Wildlife Federation. More information can be found at: http://www.nwf.org/

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Radio Spot Sample

Radio isn't dead

Challenge:
Raise awareness about state and local funds available for new entrepreneurs and existing independent business owners

Solution:
A series of connected radio spots to air early 2010

Client:
Local micro-finance lending agency
—
Script 1: Stream of Consciousness
target: new entrepreneurs
:60 seconds

SFX: SMALL CITY SOUNDS: TRAFFIC, PEDESTRIANS, CONVERSATION, BIRDS, etc. UP & UNDER (:03 seconds)

ANNCR:    Have these thoughts crossed your mind?

MALE 1: No one works harder than me. Why not strike out on my own? It’s time. I have the knowledge. I could—

FEMALE 1: —be my own boss. Why wait for someone else to give me an opportunity? Life is about creating—

OLDER FEMALE: —new opportunities. I had a satisfying career. Now that I’m retired, I’d really like to focus on my dream, which is to open—

OLDER MALE: —a new business. It’s been tough looking for a job. Seems like the perfect time to take control of my future and start a business.

ANNCR: Did you know that some of most successful businesses in the United States were started during a recession?

ANNCR: Did you know the Staunton Creative Community Fund is seeking motivated, dedicated entrepreneurs? You may be eligible for up to $34,000 in loan money to start your own business.

ANNCR: Isn’t it time to be your own boss? Call XXX-XXXX or go to XXXXXXX.com for more information.

SFX: SMALL CITY SOUNDS: TRAFFIC, PEDESTRIANS, CONVERSATION, BIRDS, etc. UP & OUT (:03 seconds)

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Autoresponder Sample

Challenge: Use a confirmation email to reaffirm a customer’s decision to sign up
Solution: Introduce new customers to other areas of a website
Client: Independent grocery store

—

Thank you!

Thank you for activating your newsletter subscription. You join a select group of people who appreciate good food and support local, independent businesses.

Here are a few more items that may interest you.

EVENTS:
Every Monday we donate 10% of our sales to local charitable organizations. Keep track of other fun events via our Events Calendar:
http://www.georgebowersgrocery.com/calendar/

(P.S. If you use Google Calendars, you can sync it directly to your calendar)

SEE FOR YOURSELF:
Browse behind-the-scenes of local food producers. Isn’t it great to know where your food comes from and who made it?
http://www.georgebowersgrocery.com/photos/

FRIEND/FOLLOW US:
(‘Cuz we’d be flattered!)
On Facebook: http://www.facebook.com/GeorgeBowersGrocery
On Twitter: http://www.twitter.com/GeorgeBowers

We always appreciate you passing along some kind words on our behalf. After all, good food should be shared with good friends. We look forward to getting to know you better and seeing you again soon.

Sincerely,
Brian and Katie (and George)
George Bowers Grocery
614 West Beverley Street
Staunton, Virginia 24401
540-255-6811
http://www.georgebowersgrocery.com

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Article Samples


Challenge: Create content for a website aimed at urban renters, ages 20-35
Solution: Connect current events to issues, concerns, and trends that affect young renters

——

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Sales Letter Sample

Challenge: Sell an e-Book to search engine visitors
Solution: Highlight the customer’s need, anticipate and address reservations, establish trust, and sell

NOTE: We dissect this e-Book in class. Write your own, or hire me to write one for you!

——

Announcing a “Blow-Out” Sale on a Book Exclusively for Women with Thin, Limp, Fine Hair

My name is Holly. Friends say I’ve crossed the “fine line” between wanting to know everything possible about my fine hair…and sure obsession. But don’t blame me, blame my genes!

holly78.jpg

Like a lot of women I was born with baby-fine hair — and it stayed that way. Sure, its smooth and silky… but it is a dreadful mess when it comes to finding the right products and haircuts!

Discover The Only E-Book that Deals Exclusively with Female Fine & Thin Hair!

You’re about to discover a first-ever compilation of products, tips and tricks for dealing with fine, thin hair. No Snake-oil. No corporate shampoo company.

I’m going to share a few fine hair tips and tricks right now.

Fine hair is twice as easy to break as medium-textured hair*
source: William Montagna, The Structure and Function of Skin, Academic Press, 1974 (New York) 219…. (oh, and real-life experience!)

Solution: Install a water purifier in your shower. It will keep heavy metal deposits from your hair, which can lead to more damage. Plus, it’s a healthy solution for your lungs!

I wanted real advice from someone who actually has hair like mine — limp, thin, and straight as a stick (see photo above). Sure, a stylist can give great advice… but can I reasonably be expected to duplicate what they can do in the salon? No way! I wanted real-life advice. Often, people selling products or offering advice to those with fine hair just don’t understand what it’s really like.

The web? Forget it. You have to look long and hard to collect good information about fine, thin hair. In the process you have to wade through tons of blinking buttons and ugly graphics, and RIDICULOUS CLAIMS – I know, because I did just that!

I decided to do something about it!

vita.jpg

What about vitamins? Will that do anything to improve my hair?

See page 21.

herbs.jpg

What herbs are good for fine, thin, or limp & lifeless hair?

See page 17.

If all the hairs on a single head of hair 12″ long were laid end- to-end, they would stretch 26 miles
source: John Gray, The World of Hair, A Scientific Companion, McMillan Press, 1997 (New York) 18.

Solution: Cut your hair! Who needs that much to detangle and condition?! Besides, fine thin hair often looks better the shorter it is… but you can wear it longer if you know how.

To remedy that, I tapped into my own experience and sought out the best fine hair tips, tricks, and products for thin, fine hair.

For example…

What do you have in your kitchen right now that you can put on your hair to make it a bit more manageable?

You’re going to save time, money, and aggravation dealing with baby-fine, thin, unmanageable hair.

Introducing Holly’s Fine Hair Secrets E-Book

e-book.jpg

Here’s just some of the content in Holly’s Fine Hair Secrets!

The Top Styling Tools for Fine Hair – what’s worth the money, and how to use it!

Practical styling tips and tricks for dealing with fine and/or thin hair that don’t cost much and make a big difference in how you look!

Find Your Best with the Most Flattering Fine Hair Hairstyles and Cuts – how many times have you asked yourself, what’s the best hair style?

Top 12 Reviewed Shampoos and Conditioners – and links on where to purchase them. Find the reviews of all the fine hair products — winners and losers!

If you think only drag queens wear fake hair… think again! Real life experience (I’ll tell you all about it) using extensions, wigs, and other hair pieces and accessories – don’t be shy….I’ll take you step-by-step!

essentialoil.jpg

Are essential oils “essential”…? See page 16.

What about holistic hair therapies?

They get a lot of attention these days, but do they really improve the look or texture of fine, thin hair? This 35-page e-book is filled with information you can use that you might not have previously considered — all from a tested, and honest, no-b.s. point of view!

Feel like the only woman you know with fine, limp, or thin hair? That’s possible. Fine, thin hair is a recessive genetic feature. This means your mother or sisters can’t always offer you the best advice for dealing with your easy-tangle, hard-to-manage hair because they might not have it themselves!

Where to turn?

Women’s self-esteem can be closely tied to the appearance of their hair! This is why I compiled a review of everything I could get my hands on and share the tips and tricks that have worked for me.

Solution: Holly’s Fine Hair Secrets

Here’s what people are saying about Holly’s Fine Hair Secrets:

“Great book. Just finished the first chapter. Thanks for writing this!” — Kara M., Indianapolis

“I’m not vegetarian but I liked that a book about beauty had that added element. [The vegetarian information] was informative but not preachy… Thanks for the section on where to find barrettes that don’t slide out!” – Beth E., Washington D.C.

“Excited to pieces about the book. Read every word… just wonderful.” — Joy H., Waynesboro, VA

“This e-book was definitely entertaining and educational! I especially enjoyed the section on hair extensions and now I have the guts to get some.” — Annette T., Washington DC

Holly, the tips are a relief! At last, a book that answers all the questions that I haven’t know whom to ask – what kind of brush to use, styles that are attractive, proper care and more! — Erica G., Bronxville, NY

I’m glad I bought it because I found it very inspiring. Not just the hair tips but the real possibility that I also have something positive to offer people, nice return for $3.99. — C.D., Verona, NJ

Read more testimonials here.

Look; you can’t change your genetics. But you can find the products and techniques to make your fine, limp, or thin hair look its best. And you won’t have to do anything complicated or expensive. You’ll have access to never-before-compiled tricks and product reviews. But just as important, you’ll have the satisfaction of knowing that you’re improving the look of your hair and your body-image.

A typical fine hair diameter is equal to half the thickness of a sheet of paper (56 microns)
source: Clarence R. Robbins, Chemical and Physical Behavior of Human Hair. 4th Edition, 2002 (New York) 462….. (oh, and real-life experience!)

Solution: Make the most of what you’ve got – read Holly’s Fine Hair Secrets!
e-book.jpg

The hair equivalent of a push-up bra? Racquel Welch uses hair extensions. If one of the world’s great beauties can wear them, why not you? ‘Ya just gotta know how…

My Experience Is Yours Risk-Free

How much is Holly’s Fine Hair Secrets e-book ? It’s yours risk-free for the amazing, out-of-this-world price of $3.99 if you download it now.

Yes! That’s a fraction of what most people spend on ONE haircut. And trust me, any ONE of my fine hair tips will pay for the e-book, or get a 100% refund.

Finally, I’m adding a Free Bonus when you order online using the secure server.

Free Bonus
“Six Tips You Can Use Tonight That Don’t Cost a Dime!” {click here to download it now for FREE!}

Do you want your hair to look thicker, fuller, and more manageable hair ASAP? And you want to use supplies you already have… no new products?

I’ve written a special report titled “Six Tips You Can Use TONIGHT That Don’t Cost a Dime!”. The report highlights six awesome tips for fine textured, thin hair that are easy to do – AND don’t require anything more than what you already probably already have at home. Here’s a clue: one item you almost certainly have… in your kitchen!

How great is that?

This Special Report, all by itself, will save you from buying a lot of unnecessary hair products – and get you going from drab to fab in record speed!

100% Satisfaction Guarantee

Order Holly’s Fine Hair Secrets — entirely at my risk. This e-book comes with my Guarantee. The policy is simple: 100% refund, no questions asked, no hard feelings, for six long weeks. You have six weeks to read this e-book and use it to get the best styling techniques for your fine hair, get the best products for your money, and look better, too!

I risk losing my ClickBank credit card processing account if people are dissatisfied with this 41 page e-book. I’m confident you’ll like the book. There’s absolutely NO RISK on your part.

Finally, because you’re entrusting me with your time and confidence, I want you to keep both the Special Report “Six Tips You Can Use TONIGHT That Don’t Cost a Dime!” and the e-book if you decide its not for you. That’s a guaranteed gain! Download it now!

e-book.jpg

Never Bought an E-Book before? No problem!

It’s really, really simple. After you order you immediately download the book to your desktop. Simply double-click to open your e-Book and get started! I also provide extra directions for your convenience.

Get This Valued E-Book

Download the e-Book Holly’s Fine Hair Secrets directly to your desktop for just $3.99 and apply the knowledge within to manage your limp, thin hair so it is fabulous, not frumpy!

These Tips & Tricks Are Yours In Just Minutes

Once you order using ClickBank’s secure online ordering system you can download Holly’s Fine Hair Secrets and your free Special Report, Six Tips You Can Use Tonight That Don’t Cost a Dime! immediately.

Finally, let me repeat what I explained at the top of this page. I created this e-book because I couldn’t find one place that focused only on information about fine, limp, thin-textured hair. It’s good information that’s easy to read and use. And I don’t accept advertising, so, there aren’t any distractions or biased information as you read!

So don’t waste your time searching for this compilation of website resources, links, product reviews, strategies and information elsewhere; I guarantee you won’t find it.

Place Your Risk-Free Order

The fastest way to get this information is to order directly:
CLICK HERE TO PURCHASE
(download the e-book for $3.99) using the SECURE SERVER.

When you use the order form on ClickBank’s Secure Server, you will download the e-book immediately.

Your e-Book comes as a .pdf file. Most systems automatically open it. You can download the free Adobe pdf reader here if its not already installed on your computer.

I look forward to getting a letter from you. Tell me about your experience using my e-book. I’d love to hear your success story or see photos of your fabulous fine hair!

Here’s to happy hair days!

Sincerely,

holly_sig.gif
Holly

P.S. My last name is pronounced “how+ff”… as in, “this is ‘how’ you’ll learn all these great tips for fine, thin, limp hair!”

P.P.S. Remember, I guarantee that you will enjoy this e-book; otherwise, you can return it for a prompt 100% refund up to six weeks after your purchase. You gain the advantage of unbiased, real-life advice on the best products, tips, and tricks for your fine, thin hair. Order and see for yourself!

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Press Release Sample

November 13, 2008
FOR IMMEDIATE RELEASE

for further details contact:
Pete Glyman, co-founder, Geezeo.com
email: ***********
Compare Online Brokers in One Place
The Introduction of Geezeo Brokerage Makes Selection Process Easy

HARTFORD, CT — Now a single destination exists to compare online brokers and financial product offerings. Geezeo.com has expanded its user-driven Geezeo Marketplace to include ratings of online brokerage firms. Site visitors can evaluate brokerage firms based on initial investment required, associated fees, and community rankings.

In an atmosphere of uncertainty in the banking sector Geezeo anticipates consumer interest in peer-reviewed financial institutions.

“It’s the most efficient way for a consumer to find the best broker for their needs,” says Peter Glyman, Geezeo co-founder. “We offer a one-stop-solution for anyone seeking real feedback on real products.”

Geezeo is categorized as a “social finance” website. Users have the advantage of reviewing feedback submitted by verified members who use a particular financial product. Community members can select financial products based on what peers think of a particular service.

“Our site allows a potential client to evaluate a brokerage account from any number of viewpoints,” adds Glyman. “Users can quickly and easily compare offers and costs.”

A website visitor can also sample the brokerage account’s user interface before signing up.

Brokers benefit, too. Brokers can highlight product features, benefits, and awards, all while providing customer service in a forum that people trust. Brokers can join in on discussions with customers in a way that demonstrates their commitment to transparency and quality service.

Geezeo’s Brokerage marketplace can be found at **********

Brokers interested in participating in the marketplace should visit ********** They can also email Peter Glyman directly at ********** to discuss.

The marketplace will also be made available for syndication as a feed. It will also be available as a widget, providing revenue opportunities for publishers interested in distributing.

About Geezeo

Geezeo is a privately-held company based in Hartford, Connecticut. In April, 2008, it partnered with financial news giant TheStreet.com. Further information about Geezeo’s free online personal finance software and budgeting tools can be found at http://www.geezeo.com

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Magazine Sample

Client: Gone Magazine

—

It’s All Gone: A Clean Environment, Healthy Economy, and Food Security
Why It’s Important to Eat and Shop Locally, and What You Can Do About It

By Katie McCaskey

Did you know that Virginia’s official state bird and state tree are listed as “urgently endangered” by the National Wildlife Foundation? That’s because global warming is changing our planet enough to alter migration patterns and growing seasons. That’s the reality we face. There’s little debate that climate change and other environmental issues are critical to our collective survival and require immediate action.

So what does that have to do with food?

As you make changes in your life to be more “green”, consider what you eat. How far did your food travel to get to your plate? In some cases, it’s literally around the world. Here, in a state with a long history of agriculture! We’re all a bit spoiled. We’ve grown to expect out-of-season fruits and vegetables around the calendar — damn the consequences!

And there are serious consequences… from carbon output to local job-loss (just for starters). But here are ten more reasons it is becoming more important than ever to support your local food economy.

1. Local food tastes better and it’s better for you. Food purchased from mainstream supermarkets or big-box stores has been in transit or cold-storage for weeks. The nutritional benefits erode with time. By contrast: food purchased locally has less distance to travel. It can ripen on the vine longer. It comes to you in better condition and is better for you.

2. Reduce pollution. Local producers travel a shorter distance to bring food to your table. You get all of this for prices similar to, or lower than, major supermarkets in the area. For those who shop only on price I say: you’re thinking of today, and not tomorrow.

3. Keep money here in the Valley. Spending your money on food that originates here keeps money in Virginia (for all of us!). A dollar spent locally generates twice as much income for the local economy according to a study by the New Economics Foundation in London.

4. Stay in touch with the seasons. Our food reflects what is available to our region. Buying food in season puts you in touch with what humans have long known but we’ve recently forgotten: it makes sense to eat in season.

5. Local food supports local farmers. We’re losing farmland and other natural areas because too many farmers find it too difficult to compete. Do we really need more strip-malls and pavement?! Farmers markets, restaurants and other retail shops that make a commitment to local food provide an additional, direct-to-consumer, sales route for local producers.

6. Local food protects genetic diversity. Mainstream grocery store food is developed to survive traveling long distances. So, the plants are genetically selected to withstand a lot of stuff nature didn’t intend — such as packing up a hard tomato and waiting for it to ripen in the store instead of on the vine. Oh, and did we forget that the mainstream industrial food complex contains plenty of genetically modified “Frankenfoods”? No thanks.

7. Preserve open space. Land used for food production isn’t converted to other purposes — like parking lots, roads, or mini-malls.

8. Food Security — Your Own: Know the source of the food you eat. Get to know the people who grow it. Or, if you choose to eat meat, is it processed as humanely as possible?

9. Food Security — Our Community: Hunger still exists in some pockets of our community. Many lower-income people choose fast food because they cannot afford the fresh food options. Encouraging and supporting outlets like a local farmer’s markets provides more members of our community access to healthy food.

10. Food Security — Our Country: We’re at the mercy of assembly-line farming and high-speed distribution. This results in little accountability as far as the quality of the food.

Worse, our food supply chain is vulnerable. It is difficult to trace a particular piece of food through the entire supply chain. This is a problem when there is a contamination (seen recently nationwide in spinach and tomato crops).  It would be devastating if it were ever intentional (via orchestrated attack).

The safest way to eat is to know the exact origin of your food. It’s also one of the best and easiest ways to support positive change in the economy and environment.

Not ready to go off-grid and “grow your own”? Then make the best choice and spend your food dollars on local items. Participate in your local farmer’s market. Eat at local restaurants that make a commitment to local producers. Buy groceries that reflect a commitment to our environment, economy, and our local well-being.

—-
Katie McCaskey is co-owner of George Bowers Grocery, a neighborhood store that features locally-produced “staple goods & fancy groceries”. It is located at 614 West Beverley at Fayette Street in Staunton. www.georgebowersgrocery.com

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