It sounds like it should be a word in Spanish: Perdón, señor. ¿Dónde están los locavores? But no. The neologism is defined on the banner. People assume that most or all of the food in Soulard Farmers Market is locally grown. However, I've read that the majority comes from the area's wholesale food distributors and could be grown anywhere. It's just cheaper here because of the low overhead operation.