10/14/2026
Have you ever wondered why a grocery store charges $0.99 for a turkey?
It's called a loss leader, and it's a pretty clever retail strategy. By offering popular products at incredibly low prices, sometimes even below what they paid for them, grocery stores encourage you to come through the door. After all, you're probably not leaving with just a turkey! You're also buying potatoes, butter, rolls, stuffing, pie ingredients and everything else that goes into your holiday meal.
But here's where it gets complicated. When consumers see these deeply discounted prices year after year, they begin to shape our perception of what food should cost. Suddenly, a locally raised turkey seems outrageously expensive compared to one advertised for $0.99 even though we're comparing a retailer's marketing strategy to a farmer's cost of production.
Food accessibility matters, and I firmly believe everyone deserves access to nutritious, quality food regardless of income. But there's a difference between making food more accessible and creating the illusion that it's less expensive to produce than it actually is. Large-scale agriculture certainly has efficiencies that small farms cannot replicate, but those distinctions matter when we're comparing the two business models.
Maybe the question isn't always why buying directly from a farmer is most costly, but whether years of strategically discounted food have changed our perception of what food actually costs to produce. ❤️