Not too long ago, the main concern customers had about a fruit or vegetable was whether or not it was ripe. But over time, their questions about produce have grown increasingly sophisticated: Is this tomato local? Are these peaches organic? And grocers have been gleefully riding the wave, touting products that are free of pesticides and genetic modification.
The 21st-century customer knows more than ever about which farmers are good to the environment and good for the health of shoppers. But there's one thing that promo ads won't tell you: whether farmers are good to their employees.