People want big brands to consider the planet as well as their patrons. Chipotle is ahead in this game, with the recent release of their app-game hybrid campaign The Scarecrow demonstrating the power of emotional storytelling.

47% of people are willing to pay a premium for local goods. The Food Assembly, a new way to buy and sell food that's been successful in France, is set to launch in the UK. Somewhere between a farmer's market and a buying group, it connects people directly with local producers.

Whole Foods has unveiled its plan to increase loans offered to local producers by $15 million in 2014. The increase in local shopping habits has been tipped to continue as one of the most important trends of 2014.

With a powerful elite of foodies taking to social media and demanding all things 'local, 'real', and 'independent' how can big food companies challenge the perception that they're part of the problem?