You shop at the local farmers market because you care about freshness, preserving local farmland and supporting your local community. You buy organic and fair trade whenever possible because you care about your family's health, the health of the planet, and the health and well being of the people who grow your food.
Did you know you can also invest according to your values? Check your portfolio; you might discover that you own stock (or your mutual funds own stock) in PepsiCo, Tyson Foods, WalMart, Nestle or McDonalds. Put your money where your mouth is!