Well, here in Portland, serving sustainable product is becoming a standard. For instance, my neighborhood taqueria serves Painted Hills beef (200 miles away) ,Carlton Farms pork (37 miles away), and uses local produce whenever it is available. And this is a taco and burrito place where nothing on the menu is over six bucks. I would say that the majority of restaurants, from fine dining to neighborhood chef driven boutique bistros to the local fast food chain Burgerville, serves mostly local sustainable, and organic food. The truth is that local food is a way of life here. As for making money, I don't think that many people in the business are looking at "the locavore thing" as a way to make more money. You should serve local products because it is good for the environment, good for farmers, good for your local economy, and gives you a real connection with the world around you. Plus it tastes better and is better for you.