According to a 2012 W.K. Kellogg Foundation survey, 87% of U.S. consumers agree that they eat more whole grains, fresh fruits, and vegetables now than they did five years ago. With a wealth of high-profile medical research proving the healthfulness of these foods, and a subsequent backlash against processes goods, the American public is taking note of where their food’s coming from. More consumers are seeking fresh produce at their grocery stores and farmers’ markets. Some are even growing it in their back yards. What other trends are occurring in America’s fresh food movement, and what is most important to consumers?