By Susan Miller
For The Herald Bulletin
ANDERSON, Ind. —
I recently saw a familiar face appear on my TV screen. Anderson entrepreneur Judy Zinszer was on Inside Indiana Business with Gerry Dick. Since the program isn’t a cooking show, I was intrigued. Was that a cookbook she was holding? Was she starting a publishing business?
Turns out the cookbook was given to her by a group of Middle Eastern women who shared recipes that her bakery is adapting. But the secret ingredient Judy was really talking about was the power of buying locally. She expressed concern that some people think a product is better if it is made somewhere else. Judy encouraged viewers to “buy Indiana.”
The local movement has become very popular in the food community, as evidenced by a surge in farmers markets. But one only has to look at the dearth of independent stores around town to see that such businesses are novelties in the retail arena.
While I enjoy visiting non-chain stores for the atmosphere, the perks these businesses offer extend beyond window dressing and can impact the economy. For example, I want to buy a Vera Bradley bag as a gift. I could go to the Vera Bradley boutique located at Clay Terrace in Carmel, or, I could select a Vera Bradley bag from Moneyhun’s in Anderson.
A portion of the bag’s price will benefit Hamilton or Madison County’s tax base. But a small portion of the price will also help support the ad that ran in the local paper, and the wages of the store’s cashier. If I buy the bag at Moneyhun’s, isn’t the cashier likely to spend some of her check at a local business, keeping money in the community?
Chamber of Commerce for Anderson and Madison County President Kyle Morey notes that local businesses are uniquely positioned to deliver something chain stores can’t – personal, consultative service. Ever tried to get the expert opinion of the president of Home Depot? Local businesses offer service that is hard to access in chain stores.
Sometimes you can’t buy local. I’m embarrassed that Anderson no longer has a large bookstore. At least when I purchase from an Exit 10 bookstore versus online, I know that I’m investing some dollars in Indiana versus buying from Amazon.com.
The tendency to “shop distant” even applies to professional services. A joke in the advertising industry goes: “What’s the easiest way to become an expert? Get on a plane.” There is something about being an outsider that creates an element of “expertise” in others’ eyes.
Finally, there is peace of mind that comes with knowing where the products you buy are manufactured. Consider recent stories regarding lead in household products. While you might pay more for a locally made item, there is comfort in knowing that the products are safe and weren’t manufactured in inhumane sweat shops.
I’m a big believer in free enterprise and letting customers, not laws, drive the marketplace. However, buying local seems like a sweet idea — particularly if it’s a cookie.
Susan Miller is owner of Ewing Miller Communications. Her column appears in the Herald Bulletin on Thursdays. Write to her at susan@ewingmiller.com.
