It became obvious that retailers working in the local food community are very aware of food issues, engaged in the local food politics, work hard to further educate themselves about issues associated with food and adapt their mission based on their evolving understanding.

R5 explained how she utilizes her network and the fun associated with this process, saying: “What have you seen that I’ve missed? What is going on in Santa Cruz? We always look at each other’s menus. Sometimes I’ll be somewhere and discover something… heirloom beans or [a purveyor]’s chilies. [Discovery happens] there, but also through the community and through friends.”

R6 nicely summed up one of his restaurant’s transitions, explaining:"Originally our intent was to start off very broad be more organic and as we began to narrow it down [to be] more sustainable as well as organic…Of course Michael Pollan’s book was a big impetus to all of that change…And as we kind of narrowed and narrowed to become more local and deal directly with the individual farms.”

The range to which retailers engaged in community outreach varied, but most sponsored or attended certain events, and all were aware of their existence.