When Fort Bragg merchants discuss "shop local," the focus often comes around to "local" residents who drive over the hill to Santa Rosa and beyond for products available in town.

Despite popular belief, products sold locally aren't necessarily more expensive. Take the example of a "local" couple who were doing a major kitchen remodel: they shopped in the Bay Area for appliances, then brought their list to Canclini's across the Safeway on Franklin. Canclini matched the prices AND delivered. Many local merchants match prices with over the hill firms. You just need to ask.

Big River vs. Thanksgiving Coffee.

A reasonable local who knows that Big River (part of Mendocino Headlands State Park) is in Mendocino might also assume that the Big River Coffee Company is a local company. Not so. Big River Coffee is over the hill in Santa Rosa. The marketing folks there apparently thought Big River would have more appeal.

Thanksgiving Coffee, which is a more generic sounding brand, is actually made in Fort Bragg.

Not only that, but Thanksgiving Coffee employs locals, pumps millions back into Fort Bragg and gives generously of its profits to saving endangered species and promoting world peace.

Buy American.

The whole business of buying products made in America or shopping locally (as the Big River example points out) is tricky. A report today in USA Today notes that 7 of 10 (68%) of Japanese cars sold in America are made at 29 U.S. plants that employ tens of thousands of Americans.

Local is Local.

On the other hand, local means just that: buying goods and services from Fort Bragg merchants. Think 'over the hill' is cheaper'? Sure, some big box stores will be on some items. But before you head east, take a few minutes and compare prices, then add $25 worth of gas to get over the hill and back and then take a second look.

We think you will be pleasantly surprised at what great deals you can get right here in our little town of Fort Bragg. And, you also will be surprised at how many different products are available here.

Just because you don't see a store front advertising a particular product, that doesn't mean you can get it here.

Let's all "shop local" or if you value proper grammar, "shop locally." LOL.