We hear the slogan "Buy Local" a lot these days in discussions involving sustainable food and farming and energy. But "local" changes from person to person, from community to community. Here in Montana, the fourth largest state with a population of less than one million, products displaying a "made in Montana" sticker are usually considered local.

So, how do consumers percieve the word "local" in the context of their food choices? A new study from The Hartman Group has some answers.

In general, the study concluded that more Americans are "buying local" -- 73 percent, in fact, said they currently buy goods that they perceive to be locally produced.

Here's how they defined a "local product"...

• 50 percent said "made or produced within 100 miles"
• 37 percent said "made or produced in my state"
• 4 percent used regional or national words, like "made in the USA"

While most participants think "buy local" means "close to home and sold within my community" or "food products grown within 100 miles of me," more than a quarter also agree that buying local refers to purchasing food products right after they're harvested or produced, regardless of food miles. (In fact, consumers continue to cite freshness as the main factor that sets local and organic food apart from conventional food products.)

What about the producers – the size of the manufacturer or farm? Just over 20 percent agree that buying local refers to items produced by small companies or individuals, not large conglomerates. Yet some participants agree that big brands can qualify as local, too.

And where are consumers shopping for their local items?

• More than half say grocery stores (62 percent) and farmers' markets (63 percent)
• 44 percent from farm stands
• 28 percent directly from the producer

According to The Hartman Group, grocery stores are responding to the "buy local" trend, but they could do a lot more. Not only could they stock more local food, they could label local products already on their shelves with their place of origin.

It's clear that "local" is becoming a vogue word, much like "organic" and "sustainable." So, what's "local" to you?

Source: FoodNavigator-USA.com

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