Farmers' Marketing

Look closely. That box of produce may not be so local

Grant Cornett for TIME

Farmer's Marketing. Look closely. That box of produce may not be so local.

Imagine getting a box of ripe, glistening fruits and vegetables dropped off at your door every week. The produce comes from small farms, not industrial growers, and you don't have to stand in line at the grocery store or farmers' market to buy it. You simply sign up with Full Circle, an organization that delivers organic produce straight to consumers. Now you can feel good about supporting family farms, eating well and saving time and gas money. It's just like joining a community-supported agriculture (CSA) farm share. Isn't it?

Not exactly, but a growing number of companies are banking that you'll...