I think this is a common consumer mentality, but it seems that there is considerable momentum building against it. Movements like "Slow Food" and "Locally Grown" and the rising popularity of the culinary community are drawing attention to the issue of food quality, especially produce. As efforts to make the public more aware of direct-marketing operations grow, I think you'll see this attitude diminish. Besides, what are the stores in your area offering to compete against you? Somebody brought me a mass-marketed Honeycrisp yesterday (wanted to educate me!). It wasn't too bad, but it certainly wasn't fresh quality. Very pretty though!
Bill Shoemaker, Sr Research Specialist, Food Crops University of Illinois - St Charles Horticulture Research Center www.nres.uiuc.edu/faculty/directory/shoemaker_wh.html Sounded like the author was much more interested in price than quality or the time well spent with family building a family tradition.
