I love eco – or ”real ecological” food?

Sara is in the grocery store. She often complains about the lack of “ecological and local products”, they are more real. When she sees someone working in the store she always talk with them about this. They answer her that there are so few people that actually choose the ecological products, they are too expensive. Sara’s trip to the store always makes her irritated. One day her grocery has started a new brand “I love eco”. Sara doesn’t see it, she is too occupied looking for ecological products as usual. When she suddenly realise the new brand she is not interested, it is too mass produced: “that is ecology for the average person”, she says and continues to look for “real ecological” products. (Sara 26 years in the grocery store)

There is evident that many consumers either go for quality or mass production; you go for soul or the general idea. For example; when it comes to food one either chooses ecological or locally produced or cheap canned good without story or localization. It’s a logical process depending on what currency you use in that certain moment.