Farmers markets around the country are back in full swing for the summer growing season. These direct-to-consumer venues represent perhaps the purest expression of a growing consumer demand — and a growing consumer desire. The U.S. Department of Agriculture reports that farmers’ markets have increased by 17 percent in the past two years.

Knowing where one’s food comes from is a phenomenon known as transparency. And although this need-to-know reflects a refreshing consumer awareness, there’s more to the story. The demand to understand the sourcing and nutritional value of foodstuffs has reached all the way into the restaurant world.

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Mindy Armstrong is the Insights & Account Manager at FoodIQ.  Her background in branding, food marketing and menu innovation in the restaurant industry gives her clients a unique advantage in the development of insight-driven menu concepts.