farmers aren t the only ones who can grow profits by capitalizing on the buy local movement. we ll turn to the board of directors to talk about this. carol roth is a business strategist. you can find her online at carolroth.com. and mike is a founder of city launch, they make the niche industry of leaders. he s author of the book the toilet paper entrepreneur. great to see you both. great to be here. one thing i thought was great was how much education had to go on between the company and the customers about this buy local thing. and that s not just for farmers, it is also for a small bookstore versus a big bookstore. how do you get people to be interested in the education part of it? people jump on trends, and the trend right snow the buzz word organic. they only know what it is. they kind of started doing this, pointing out how they buy organic by being local. organic means low environmental