Amid farm-to-table movement, Colorado agriculture attempts to shape perceptions of farming

Younger generations want to know where their food comes from, but communicating that information might be harder than it seems. Younger generations are leading the charge on demanding locally sourced food. They’re starting farm-to-table restaurants, making farmers markets trendy and paying a premium for locally sourced food. But getting the most accurate message out to consumers about where their food comes from and how it is grown is easier said than done.As part of Colorado Proud month – as proclaimed by Gov. John Hickenlooper and celebrated with a campaign theme each year – partners in Colorado’s agricultural industry will tour the state this month to show the faces of agriculture. The Colorado Proud program provides a guarantee to consumers that their food was grown, raised or processed in the state. The program started in 1999, but its purple-and-yellow mountain symbol is becoming more powerful. This year’s Colorado Proud survey results suggested that consumers want to “feel more connected” to farmers and food sources.