At Mama’s Fish House on Maui the menu tells you not only the names of the fish available but also when they were caught, by who and what method was used. Mama’s charges a lot for their fish and people must think it is worth it because it is hard to get reservations.

I was thinking about this a few weeks ago while I was buying some very expensive Arugula at Whole Foods and it struck me that people would possibly pay more for knowledge of where their salad greens had come from.

I visualize a scan-able bar code on the package that shows you a picture of the farm where your product was grown taken at the time it was harvested. But it could also show the field manager, the seedlings or a video of the harvesting and sorting process.

The important thing is that information can create a story that can take an ordinary product and make it a premium product. This fits right in with the eco-marketing idea we posted last March.

Photo Credit Matt Geldin The man who picked your watermelon yesterday