The growing local food movement is connecting consumers with how, where, and by whom their food is produced. "Yet small farmers and food businesses struggle to sell their goods to local buyers at profit-generating prices."  A study from UC Davis argues that authentic regional brands rather than labels defined by the proximity of production can capture complex consumer values, support farming communities, and attract new food entrepreneurs. Dr. Kristin Kiesel is a UC Davis Professor who co-authored "New Marketing Opprtunities for Local Food Producers" and joins our podcast for table talk about what marketing 'Provenance' means to consumers, retailers, restaurants and farmers. https://kiesel.ucdavis.edu/