Slow Food U.S.A. founder Josh Viertel ended up losing a large number of his core supporters after sponsoring what seemed like an idea in line with the hard economic times. How did he do this? By sponsoring the “ Challenge,” in which people were asked to “sign a pledge to cook a slow-food meal for not much more than the cost of a McDonald’s Extra Value Meal. To some, it was heresy.”
Many of its core members didn’t agree, since Slow Food’s message has been from the beginning that Americans were going to have to accept to pay more if farmers were to get fair pay.
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