Recent statistical research done by Dr Gary Mortimer shows that shoppers LOVE local produce. Many shoppers will choose more expensive farmers markets and locally grown food supermarkets over cheap big brand stores such as Coles or Woolworths.
According to the Sydney Morning Herald, statistics show that 80% of Coles and Woolworths’ customers would opt for local foods if they were available.
Researcher Gary Mortimer states, “The supermarkets are aware consumers now want local foods. In order to catch that market, we’re seeing them trying to embed local offerings and use the term ‘local’ more,”
Dr. Mortimer found that customers prefer local food because it gives them a connection to the community around them, and they want to support local farmers.
Dr. Mortimer said, “Consumers are willing to pay more for local food – that’s underlined by the belief products are from small, family-owned businesses that don’t have the economies of scale for low-cost prices,”
However, what does local really mean?
“QUT research states that 88% of consumers believed local food meant products sourced within their region, town or city, and 73% considered it as foods from within 100km from their home region, town or city.
More than 90% believed they were supporting local farms and businesses by buying local produce, while 89% thought such a purpose helped prop up the local economy” –According to the Sydney Morning Herald.
The word ‘Local’ by law needs to be used with caution, and there are consequences for brands misleading customers by stating something is local if it is not. It is interesting that people love to shop local, but people need to know the facts, and not be mislead by supermarkets and big brands. There are many different understandings of what ‘local’ really means, as shown in the statistics above. Thus, it is up to the consumer to decide what it means to them.