On one side, avocados from Mexico, for $1.99. On the other side, identical looking ones, but labeled organic, and grown locally, for $3.99.
Even I, who have repeatedly advocated the virtues of ‘buy local, eat organic‘, had to ponder. I turned to Prad. ‘What do you think?‘. Green Guru hesitated only briefly. ‘The ones from Mexico. Mexico is part of the US’ – he was kidding, of course . . . ‘ I am subsidizing Whole Foods enough as it is!’
The lesson is: if you want folks to go green, you’ve got to make it easy on their wallets.