"Maintaining the Story" and Local Food

Here's a UWisconsin-Madison  release on the problems of interfacing (my term) farmers and customers of locally grown food. It's hyping a study they did.  They see rising demand but problems in meeting it.  One problem:

"One common concern cited in the report is maintaining the story behind locally grown food. People who buy local food are often willing to pay a premium for knowing where and how it was grown, a big part of the appeal of farmers' markets."

To me that almost sounds like a version of NAIS--associating a product with a story.  So if big retailers push big packers into animal identification, maybe locavore buyers push the locavore farmers into identification of produce?