Have a look at "Locavore" ( http://en.wikipedia.org/wiki/Locavores ) idea, it's the idea that people should eat food produced locally, rather than eat food that was grown on the other side of the planet and then shipped here. Look at locavore sites/magazines. What language do they use? There is overlap with the green/environmental/eco-friendly movement here (No C0₂ emissions transporting your dinner! No wasted packaging in your dinner. etc.)