Retailers in the local food community have vision; they see the potential for change and reinvigorate their passion with the power of hope. R13 explained, “If I don't reach out to you, than the story will be lost. I want people to be interested, I want people to understand this stuff…I think we're at a turning point and there's lots of energy in the air to address these things. This makes it [his hard job] worthwhile.” R18 elaborates, “[We’re] trying to lead the way to doing business in a different way...when I first started here I was like, ‘we're here to save the world!’ We're very passionate...and very committed.