Wisconsin's farmland is one of our national claims to fame. We are America's Dairyland according to our license plates and we are cheeseheads according our hats. Drive a few miles outside Madison and corn-blanketed fields, rows of leafy greens, cow pastures and silos speak similar words. Even though farms dot our local landscape, we do not always see Wisconsin-grown products on our dinner plates.
Most of us do our grocery shopping at the closest chain store because it is open 24 hours and stocks everything from toilet paper to broccoli. Along with the ability to buy whatever we want, whenever we want it, comes inherent anonymity. Look closely on the neatly shelved, regularly misted vegetables and see a sign that reads \product of Mexico"" or ""product of California.""
Most of us do not mind anonymous produce, as is evident in the thriving variety of chain grocery stores, but Madison has alternatives. At the area's family or cooperatively owned stores such as Magic Mill and the co-ops on Willy Street, Jennifer Street and Mifflin Street, shoppers can find locally grown produce often labeled with the farm's name and location. Shopping at such venues allows consumers access to fresher produce and also allows consumers to actively support the local economy.
Madison also hosts several weekly farmer's markets during the growing season. The Capitol Square market is undoubtedly Madison's largest, drawing hordes of people and fostering direct interaction with local producers. Consumers benefit because they can establish a relationship with the individuals responsible for coaxing greens from the ground and caretaking the creatures that provide cheese, eggs and meat. Such a relationship dissolves anonymity: consumers can not only learn the location and conditions under which their food was produced, but can also be confident that their dollars are supporting family farmers instead of already-rich corporations.
Although the Capitol Square has seen its final market this season, the Dane County Winter Market (Nov. 15-Apr. 17) is starting up again. Shoppers who seek locally grown foods can find fresh vegetables. Some growers bring greenhouse-grown or storage crops along with bakery, cheese, meat and other products.
We affix ""America's Dairyland"" to our license plates because we have to. We wear cheesehead hats to make a statement. But those who support local farmers do so because they care not only about food quality, but also about the local economy's health.
