WSJ: What do you attribute the greater enthusiasm to?
Mr. Pollan: A consumer who is willing to pay more for better food. That’s a matter of consciousness and a palate that has been educated by the chefs locally. Paying $3.90 for a Frog Hollow Peach, there are a lot of people here willing to do it. I don’t know if you can find a more expensive peach in America. My little rule, “Pay more, eat less,” is followed by a lot of people in the Bay area.
Noted food expert Michael Pollan talks with the Wall Street Journal about eating local and seasonally and why $8 for a dozen eggs isn’t expensive. Still, I can’t get over the thought of a four dollar peach.