Grocery chains and the supercenters promote locally grown produce, exactly what do they mean? Retailers are aggressively expanding their locally grown offerings, but there are concerns regarding what consumers are getting when they buy “local.”
The popularity of locally grown foods are exploding. Overall, local foods generated $11.7 billion in sales in 2014, and will climb to $20.2 billion by 2019, according to Packaged Facts, a market research firm.
Not only has there been huge growth in the number of farm-to-table restaurants and farmers’ markets, but grocery chains and big box retailers, including Wal-Mart, are elbowing their way in, aggressively expanding and marketing their locally grown offerings for sale.
Wal-Mart sells $749.6 million of “locally grown” produce annually, while Supervalu, owner of the Jewel-Osco, Albertsons, and Lucky chains, buys between 25 and 40% of its produce locally.
“We’ve reached a tipping point for local foods,” Packaged Facts research director David Sprinkle said in a release, noting sales of local foods could eclipse organic food sales.
But in the midst of this boom, questions are being raised about what exactly “local” means. Just as controversy has dogged the labels, “all natural” and organic, there are real concerns that consumers may not be getting what they think when they “buy local” at the local supermarket. The label “local” is too often part marketing hype.
In fact, the Packaged Facts report notes, nearly half of people surveyed said they are willing to pay up to 10% more for locally grown or produced foods, and almost one in three said they are willing to pay up to 25% more. “Local has become a shorthand descriptor that makes food sound high quality, fresher, more authentic, trustworthy, environmentally friendly, and supportive of the local community,” the report notes.
But is it? Not exactly. There’s no agreed upon definition of “locally-grown,” meaning no consensus on the distance from farm to shelf or whether local means it necessarily comes from small farms — and not a big ag farm. Sometimes there’s clear stretching of the spirit of the term, or even outright fraud (as when a few California restaurants were found to be have falsely claiming to use locally produced food.)
For example, what about “locally grown in California” if in this huge state product is shipped hundreds of miles from the El Centro in the southern part of the state to cities in Northern California? Would product grown in Nevada, which is much closer, be considered locally grown?