East Liberty has its roots in commerce. Through the mid-19th century, this area made a steady transition from farm land to mercantile hub with assistance from the Negley and Mellon families of Pittsburgh; East Liberty was annexed by the city in 1868. The neighborhood continued to grow as a shopping destination for the wealthy industrialists residing in nearby Shadyside and Point Breeze through the turn of the 20th century and became a vibrant urban marketplace by 1950. A series of planning blunders, like the razing of some million square feet of retail space and the erection of three housing projects, saw the decline of East Liberty in the 1960’s. The City shifted residents (of primarily African descent) into housing projects that became magnets for crime and squalor, effectively barricading the neighborhood visually and encouraging businesses to move elsewhere. This situation was alleviated in the 1990’s with the controversial demolition of two of the housing projects and the construction of shopping centers for chain retail stores, a process ridiculed as gentrification that has had undeniably positive results for the neighborhood without drastically changing the resident demographic. The resulting drop in crime and success of large retail stores has encouraged small businesses to move back into the area and has revived East Liberty as a shopping destination for eastern Pittsburgh.
What does this imply for consumers residing within East Liberty? Choice. More merchants and stores correlate
directly with more options, or so it would seem. Most neighborhood residents
prefer to shop at the local Giant Eagle, a chain supermarket set in a secure windowless location (replete with conspicuous security guards) since the 1990’s.
The layout of the East Liberty Giant Eagle offers a great insight into the
suggested shopping habits for local consumers. Entering the store leads one
immediately through a maze of frozen food and prepared meals before arriving in
the meat section where natural products (hormone/antibiotic free) are in short supply, located in the
far dark corner. In essence: a shopper is given the choice between corn, wheat,
and soy based products marketed by one of only a handful of processed food
conglomerates. The meat and dairy section being an illusory transformation of these modified grains crafted in the disease filled
high density feed-lots of America and Mexico completes the most accessible part of the store, a glowing monument to "take it or leave it."
The next three aisles of the Giant Eagle display further arrangements of corn, wheat, and soy in cereals, snacks, and soft
drinks. In fact, one must cross over half of the supermarket to find kitchen
staples like eggs, vinegar, rice, and flour. Sub-par produce is tucked into the far corner of the store in what
literally feels like a secret aisle. A small section of natural products at
the end in an area that makes one feel at though they are in a storeroom, at any moment subject to discover and expulsion. It isn't difficult to deduce that the East Liberty Giant Eagle is
encouraging consumers to buy processed foods by making base ingredients and
produce seem obscure, flaccid, and unappealing.
This may be because most Americans agree that processed
foods are a cheap and effective way to feed the nation and that natural
ingredients, like produce, are more expensive due to spoilage, shipping, and
slower means of production. Unfortunately, this idea is flawed. It is an illusion developed through a complex system of food security subsides that favor large corn corporations like Con-Agra over smaller vegetable operations. Built upon the systematic overproduction of grains, the larger corporations see the marketplace as yet another feed-lot with which to fill with costumed grains and chemicals. The mercantile spirit of East Liberty has not been easy to supplant and although stores
like the East Liberty Giant Eagle may feature unappealing produce at high
prices, fresh ingredients are available at other outlets for a fraction of the
cost. The neighborhood features a year-round
farmers' market just two blocks away from the Giant Eagle, subverting the aims of American agribusiness by offering affordable produce to lower-income citizens.
Frequent is the
example provided that one can buy a box of mac and cheese for a dollar or a
bunch of bananas for five dollars (I've heard from numerous media sources), I cannot dispute that this or hesitate to point out how ludicrous this comparison is in light of a basic understanding of climate and food production. I can say that I personally eat a
diet of 99 % home cooked or unprocessed food that comes from a weekly purchase
of a little over twenty dollars at the farmers market. That comes to an average of
$1.50 per meal if you do the math. An additional purchase of staple items like flour or rice adds an additional 50 cents per person on to a meal. For the price of two boxes of mac and cheese (a nutritionally deficient food) I can prepare a balanced meal. Purchasing the processed meat and vegetables necessary to prepare a comparably balanced meal of processed food would bring the average cost of a processed meal in our area to around $4.00. This means that in East
Liberty it is considerably more expensive to consume processed or
prepared food unless one disregards nutrition as a qualifier. Perhaps a balanced meal was not what our representatives in congress intended when establishing subsidies for grain farmers and tax-breaks for grain processors. My math does not account for the percentage of federal income tax paid out to corn producing corporate interests in order to facilitate lower prices at the time of purchase on corn based (processed) food items.

The same handful of companies cashing in on corn and dominating most large grocery stores favor using chemical flavorings and preservatives to enhance sub-par food. A similar pricing trend becomes more obvious for treated foods. Canned food laden with preservatives is sold at a
higher cost than more natural alternatives, contrary to popular consumer belief. A recent shopping trip to the East Liberty Giant Eagle and the
Trader Joe’s across the street revealed that a 7.5oz jar of sun-dried tomatoes
containing large amounts of salt, soy oil, and chemical preservatives sold for
almost twice that of an 8.5oz can of product containing natural olive oil as the
primary preservative. This is counter indicative of what the American food
culture would have us believe: The current mass-produced, chemical heavy,
agricultural infrastructure is designed to lower the cost of food. In fact,
even if corn and soy based products are cheaper on the shelf: taxpayers have already paid for a portion of the product via subsidized farming. A rough approximation
indicates that processed corn products, like most corn-fed beef, is actually
costing Americans about twice of the value listed on the package through
subsidized feed and pharmaceuticals. Why, then, are low-income residents of
East Liberty pre-disposed to frequent the local Giant Eagle than seek out the
cheaper options available at the nearby farmer’s market and natural food store?
Since price consciousness aligns a consumer against processed foods it cannot be the reason so many choose to frequent a store that will cost them more. Choice, or the illusion thereof, may be the prime attraction. The windowless fortress of a grocery store seems to have
more options for the one-stop-shopper. This is an idea that while appealing to families or working-class patrons with limited time, again fails on closer
inspection. Not only are processed foods made out of only a handful of raw
ingredients, but the manufacturers are owned by a few multi-national
corporations that seldom compete with one another. In reality, most of the
brands that appear to be competing for consumers are owned by the same
conglomerate. These organizations know you stand a better chance of buying
their product if slight variations are available under different brand names.
The East Liberty Giant Eagle plays a part in this great consumer drama, relatively few choices are available for those who pay for the privilege of feeling that the opposite
is true.

About a mile away from the Giant Eagle in
East
Liberty is a Market District grocery store in Shadyside. Market
District is an upscale version of a Giant Eagle and is owned by the same corporation. This grocery store sits on the edge
of an upper middle class (majority white) neighborhood of graduate students and
professionals. Walk into the store and you will pass freshly prepared foods
and a bakery before entering the produce section. There are no clear aisles in
this part of the store, allowing the consumer to meander around displays. The
more organized part of the grocery features all of the goods at the East
Liberty Giant Eagle with the addition of several strategically placed natural
food sections. The store is large, chic, and open, featuring several Giant
Eagle brand products that are not available at the
East
Liberty location, like grass-fed beef and milk or organic eggs. The
increase in variety and quality should accompany an increase in cost,
especially in light of a predictable increase in the disposable income of the target patron, but
in most cases the prices actually seem lower than the
East
Liberty location. Better food at a lower cost is being marketed
towards people with more income by the same grocery store that sells processed food at high cost to a
demographic more predisposed to use food-stamps to pay the grocery bill, consumers who have the ability to access resources like local CSAs but find themselves deterred for some reason or another.
This is the reality of the American food system in
neighborhoods like East Liberty: subsidized
grocery bills paying for subsidized food that will inevitably lead to
subsidized health care. This short-circuit food production means that corporations are using the illusion of
choice to siphon funds from the American taxpayers via government funding. This seems like a harsh conclusion because it is, I encourage you to do some consumer research in your neighborhood and compare your findings. Before you feel manipulated, there is an easy way to side-step this system and negatively contribute to this
kind of marketing: choose to spend more time purchasing, preparing, and enjoying your food.
.JPG)
When I was a child, shopping entailed going to a large grocery
store and walking around with my mother for an hour or two to pick up enough food to feed our family for a week or more. This paradigm stayed with me until moving to
Zambia a few
years ago, a place where such a model is not possible. I was suddenly forced to
go from specialty shop to specialty shop in order to acquire all of the goods
that I wanted to purchase, an act that was annoying at times but hugely gratifying as a consumer. Moving to East Liberty, I found myself craving the kind of shopping experience that I had in
Zambia;
I missed going from store to store. Fortunately, the neighborhood has a
diverse array of options and I was quickly able to identify the strong points
of each merchant, much as I had in
Zambia. The year-round farmer’s
market provides cheap produce, cheese, and local meats. The Trader Joe’s has
inexpensive natural (hormone/antibiotic) free dairy and the Giant Eagle has flour and
sugar at a bargain. In addition, a nearby Whole Foods provides quality meats
and a selection of specialty items and the East End Food Co-op has a killer
bulk selection of spices. We choose to purchase specific items at specific
locations for three reasons: cost, convenience, and quality. Oddly enough,
these are the traits that big chain supermarkets like to boast about but, as my experience above illustrates, often fail to deliver.
Our ability to exercise choice results in a better consumer
experience because of where we live. East Liberty
continues to function as a mercantile district and almost every asset (except
the Giant Eagle) attracts residents from other neighborhoods to shop in ours just like consumers a century ago.
Not everyone has it so easy and many choose to ignore the possibilities within their own area due to habit, tradition, and belief. Food is an immensely personal subject and finding the reason for the residents of East Liberty, for example, to choose to shop primarily at the
Giant Eagle is impossible. Furthermore, not everyone wants to be confronted with
choices; the freedom to choose has strong links to frustration and depression
according to recent studies. For us, it took a tour of duty in Africa and a couple weeks of list making and investigative
shopping to spend less and get more. That was a choice we are still willing to make,
how about you?