The intent of the 10% Campaign is straightforward: Encourage consumers to commit 10 percent of their existing food dollars to support local food producers, related businesses and communities. Funded by the Golden LEAF Foundation, the 10% Campaign will:
- Promote North Carolina's farmers, foods, communities and businesses
- Educate consumers, decision makers and the media
- Collaborate further with the many influential organizations/initiatives already in the field and those just beginning to bloom
Why 10 percent? It is achievable for most, and meaningful for all:
- North Carolinians spend about $35 billion a year on food. If individuals spent 10 percent—$1.05 per day—locally, about $3.5 billion would be available in the local economy.
- The state has the 12th highest rate of adult obesity in the nation, and today, more than a third of its 10- to 17-year-olds are overweight or obese. Infusing fresh and flavorful fruits and vegetables into diets at every age can significantly reduce long-term health care expenses in the state.
- Expanding the market will result in new farm, food and manufacturing businesses and create jobs.
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