Local food appeal strong, but trust in grocers must improve - The Packer

Local food appeal strong, but trust in grocers must improve

05/06/2014 08:41:00 AM
Tom Karst


Shoppers are willing to buy local food—and pay more for it. Seventy percent of consumers say they will pay a premium for local food, the same number as in last year’s survey. However more of those consumers say they are willing to pay a bigger premium—one-third (compared to less than one quarter last year) say they would pay 10 percent more. Our findings indicate that more people are willing to pay extra for local food than they are for organics. Still, buyers don’t have unlimited budgets for local food, which still makes up the minority of their shopping baskets. Thirty-seven percent say high prices are preventing them from choosing more local food options. -

TK: Readers will find the last part of the report - recommendations for retailers - particularly helpful. Traditional retailers have far to go to achieve consumer trust in the marketing of local food. The survey said that farmers' markets and specialty supermarkets are considered most trustworthy in local food claims, followed by locally owned supermarkets, national supermarkets, big-box and online grocers. The Packer will also be covering the report online.  

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