For some consumers, “heirloom” evokes the sepia-tinged idea of fruit and vegetables grown for superior taste. Heirloom varieties offer a romance that the consumer is somehow more connected to the farm and the farmer, said Dawn Gray, of Dawn Gray Global Consulting, Vancouver, British Columbia. Like “local” and “natural,” “heirloom” doesn’t conjure a precise definition in shoppers’ minds, and even the gardening industry ...
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