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.

In a UK-wide survey of kids and parents, Kellogg's found that kids have lost touch with where their foods come from, with 43% of kids having never visited a farm. Teaching kids about the origins of food, Kellogg's has launched an online film called Little Farmers.

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?

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.