Take the “range-fed” sirloin steak I recently eyed in the meat case. According to the brochure on the counter, it was formerly part of a steer that spent its days “living in beautiful places” ranging from “plant-diverse, high-mountain meadows to thick aspen groves and miles of sagebrush-filled flats.” Now a steak like that has got to taste better than one from Safeway, where the only accompanying information comes in the form of a number: the price, I mean, which you can bet will be considerably less. But I’m evidently not the only shopper willing to pay more for a good story.
