Call for branding on local food
Locally-sourced food should be identified with a national brand to encourage more people to buy it, a new study suggests.
Researchers from the University of Plymouth found that local products need to be promoted far more, both in the regions where they are sold and as a nationally recognisable idea.
Urban shoppers need to be told what the advantages of buying locally are and how local produce differs from organic or free-range brands, the study, carried out for Defra, found.
Dr Phil Megicks, who led the team, recommended a two-pronged approach – a new logo on all local food and more promotion in stores.
He said: "Local and regional foods are becoming increasingly popular and there is potential for significant further growth. However, there are still a large number of people, particularly those who live in urban areas, who choose not to buy it because they perceive it to be more expensive and more difficult to buy.
"If we are to increase sales of local and regional food then retailers and consumers need to be educated about its benefits and availability. A national brand to market local and regional food could help consumers to make informed choices about their purchases."
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