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Just as big corporations turned the alternative organic movement into a $25 billion industry, companies like Frito-Lay, Hunts, and ConAgra want to apply the locavore idea to their massive brands: "This mission creep has the original locavores choking on their yerba mate. But food executives who measure marketing budgets in the millions say they are mining the concept because consumers care more than ever about where their food comes from." [NYT via ENY]

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