"In the USA, conspicuously trying to save money on staple foods is a signifier of poverty. Almost nobody is proud of it." We're totally not typical in that we

"In the USA, conspicuously trying to save money on staple foods is a signifier of poverty. Almost nobody is proud of it." We're totally not typical in that we garden to save money and have good foo, and we aren't shy about saving money (couponing, etc.). But, let me point out that--in addition to the motivation being possibly misguided, there's the other elephant in the room: customers worried about saving money on staple foods often have way less money than those who have other motivations. Perhaps you can try an angle that's not vanity, and not frugality, but more taste and convenience. Yeah, you wouldn't think of a garden as convenient, but it's actually really cool to just step outside and grab some lettuce for the salad, or some fruit, etc. Also, I can't overstate how much better (usually) our homegrown food tastes. And of course, there's probably some psychology in there that helps convince me since I grew it myself. Use that to your advantage. Don't forget how evocative taste and smell is; how easily these senses can be linked to feelings and memories.