Many consumers have grown accustomed to lettuce in January. We expect that it will always be there and be relatively inexpensive. However, all that may be coming to an end, or at least there will be a dramatic change. A continuing drought in California is playing havoc with this season's produce. This is being combined with reduced water allocations to the same area.
Agriculture is a large user of water and having fresh produce in January across North America is very costly. The ramifications of farmers drilling several hundred feet for wells will have impacts on groundwater and aquifers that are still unknown. This is a great example of the connection between consumer behavior and the environment.