Hipsters. It’s just one word, a mere eight letters long. And yet, this unique compilation of vowels and consonants instantly brings a sour taste to the mouth. Why?

The answer seems simple enough- those who actually do consider themselves to be unique, unconventional, quirky, and culturally independent resent the label of “hipster” because of the sense of inauthenticity associated with it. Hipster-phobes fear that their constructed self-definition of being “different” and “special” will be recognized as, essentially, a myth created from desperate self-preservation in an increasingly culturally consolidated world.

I’m speaking from personal experience.

Thanks to this “hipster-effect,” I feel hyper-aware of my own inauthenticity. Our Eurocentric culture celebrates the “individual” or, the free agent able to fight and maintain a sense of unique being with an inherently profound existence. The perceived ability to decide our own fate keeps us going. But what if this notion is, ultimately, just as hollow as the inability to differentiate myself within a sea of hipsters?

I think this is where my feeling of societal disorientation stems. Something as straightforward as deciding whether to buy certified-organic or industrially-grown food is, for example, really much more complicated and confusing than a simply prescribed label.

Let me explain.

When I learned of the pervasive socially and environmentally destructive farming methods associated with industrial agriculture, I was happy to find an alternative in the form of organic farming.

Organically grown foods seemed like the perfect answer. It gave me agency to choose a healthier and more responsible product. I felt my sense of control restored.

But then I began looking more deeply into food issues. During my research, I came across a New York Times article highlighting the flawed organic food certification process. According to this article, the panel established to monitor organic labeling in the United States is increasingly allowing foods grown with some chemicals and pesticides to be certified as organic.

It turns out, as more and more people tried to assert control over which foods they purchased, Big Agriculture gained a huge incentive to buy-out the newly booming organic industry. Large food corporations such as General Mills, Kellogg, PepsiCo, Coca-Cola, Cargill, and Kraft began investing in and purchasing small, independent organic farms.

Soon enough, the organic labeling board was filled with Big Agriculture reps. The certification panel quickly acquired a distinctly altered set of interests that greatly differed from the original goal of guaranteeing socially and environmentally responsible labeling. And so, Big Organic was born.

Many critics argue that this overtly negative view of Big Organic is wrong. They contend that although the labeling process is far from perfect, certified organic foods are still much better than the industrial alternatives.

While this is very true, what if I want a perfect labeling process? What if I want the ability to confidently choose a truly authentic “organic” food product (just like I want the ability to assert a personal identity of certifiable independence)?

Is this even possible?

A group of six UC Berkeley students provide a hopeful answer.

“I’m a Nutri-Sci major and am really into eating,” Danielle Nahal says while rearranging an avocado in the basket in front of her. “I also think it’s really important to actually know where your food is grown and cultivate a good relationship with the farmers you buy your food from.”

Seven years ago, some UC Berkeley students decided to truly take control over what they chose to eat. These students initiated “The Local,” an ASUC sponsored project that actively seeks out ethically-grown local foods to sell on the Berkeley campus.

Every Sunday, Nahal and other members of “The Local” purchase food from the Temescal Farmers Market in Oakland. All of the produce they buy is then sold at an amazingly affordable price every Monday at Upper Sproul Plaza from 11AM-3PM.

By knowing exactly how and where their produce is grown, “The Local” provides one solution to the imperfect organic labeling conundrum.

Nahal says, “we see the same farmers at the Market each week. There’s Able the apple seller and Mike the citrus guy. It’s pretty cool knowing who grows the food we sell.”

There is definitely something empowering about knowing exactly how and where your food is grown, without any misleading labels confounding its true nature. As one happy shopper with a bag full of fresh produce from “The Local” eloquently proclaimed, “I feel like a winner!”

Although it can be difficult to achieve a true sense of agency and control over the labels that define my life, it’s comforting to know that there is some hope. By choosing to abandon my blind reliability on labels and instead, actively working towards unearthing the true nature of the food I buy and the personal identity I maintain, I will be that much closer to genuine empowerment. Or, is that just a hipster thing to think…?

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