They (Phat Beets) are operating under the common misunderstanding that small farms are always 'better' than larger ones, and that 'local' produce is, ipso facto

They (Phat Beets) are operating under the common misunderstanding that small farms are always 'better' than larger ones, and that 'local' produce is, ipso facto, more sustainable than produce grown elsewhere and transported efficiently in bulk. There are valid arguments to be made against high-input agriculture. None of them are discussed in this blog post, which seems to be not so much a case of sour grapes as one of rigid ideology. As an aside, a valuable lesson here about what matters to consumers: people buy things to address their own needs. The business that makes it easier for consumers to feel good about themselves wins. 'I eat ugly vegetables' is an easier, even more fun consumer story than 'I help fight entrenched societal ills by buying vegetables from bad neihborhoods.' All else being equaly, IP would still dominate here based on resonating with more consumers.