Many retailers respectfully mentioned the variation of reasoning in the local food community, acknowledging that different missions had their place. While making small choices to eat “better” with a greater understanding of the impacts one had on one’s individual health, community well-being and environmental prosperity, may not be as ideal as acting within certain ideological confines, it were certainly considered better than the common route. Some gave examples of why they felt "local" food was more important than "organic" food (or vice versa), or why some retailers use distributors only as a last resort, and for others, distributors are a fantastic option. In general, retailers tended to understand each others' ideologies and just concentrated on finding a place for themselves in the local community.  R18 explained her organization’s approach in light of one debate: "There are a lot of debates about 'how big do you get before you're bad?' It's not about being big to us. It's about 'how much do you stand by your values?”

R14 explained how her organization fit into the local food community: “[Currently, There is an] emphasis on production; producers and consumers are the focus. People were not paying attention to how the food gets from market to dinner…For many people this is a huge unknown. We not only have factory farming, we have factory food processing. Preserving all those types of things - they are not fun to do by yourself. (If you do, you’re really a hobbyist)….What would be in between? What would be something that would have efficiency, community, and be a fun experience? Communities need farms and communities need kitchens.”

Yet, these same retailers understand the hassle involved in accomplishing these goals and why other retailers may not have the money to spend on a forager, time to use calling producers, or desire to be that flexible in their menu. They also recognize that that not everyone can afford the fresh, organic produce and the required mark-up they must attach to it. Thus, many retailers see themselves as a very specific component of the food community, with a target audience and strict mission.