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Brief Published: 17 Apr 2013

Appealing to the Modern Farmer


As we explored in The New Hunter-Gatherer, consumers are becoming more concerned with issues of food provenance. An increasing desire to adopt a hands-on approach and a growing interest in urban farming has inspired the launch of Modern Farmer, a new quarterly magazine in the US.

The lifestyle magazine will focus on global food production and contemporary farming technologies, offering practical advice and investigative features, alongside lifestyle and travel articles. It will have a luxe feel, featuring strong photography and hand-drawn illustrations, and published on heavy matt paper. The magazine will be stocked at US organic supermarket Whole Foods as well as US agricultural store Tractor Supply.

“People are craving a closer relationship to the source of their food,” founder and editor-in-chief Ann Marie Gardner told US newspaper The Wall Street Journal. "We're talking about how that food got to your plate, not necessarily how to cook it." Among the magazine’s first features: a report on China’s growing organic farming scene; an investigation into an epidemic killing Florida orange trees; and a piece on how to choose the best domestic chicken for your personal livestock.

Hospitality companies are also responding to this trend. Texas resort Travaasa Austin has launched a new series of farming classes for guests. Farm manager Kim Grabosky leads classes on the basics of chicken-tending and seed germination. The courses are held on the resort’s farm, where it sources vegetables and herbs for its menu. For more on ways in which hospitality companies are incorporating localised learning into their services, see Lodging Plus Learning

Modern Farmer

Travaasa Austin