What ‘Local Food’ Really Means for Fresh Produce

The phrase “local food” has become part of everyday vocabulary. It appears in consumer surveys, on retail marketing, and increasingly in policy conversations. But what does it really mean, and where does it fit in the broader mission to feed people affordably, sustainably, and at scale?

From my chair at the International Fresh Produce Association (IFPA) and for our partners, the answer is nuanced, important and overdue. Consumer interest in local food is not a trend, and neither is the need for regional and global supply chains that keep fresh produce affordable and available year-round. To shape the future of food, we must examine what “local” can — and cannot — deliver.

DEFINING ‘LOCAL’

One challenge is the definition of local foods. The 2008 Farm Bill defined “local” as food grown within 400 miles or within the same state. States often default to their borders, while consumers interpret “local” more broadly by associating it with some combination of sustainable practices, small-scale farming, shorter supply chains, or fewer “food miles,” which is sometimes true, but deserves a deeper dive.

IFPA’s 2024 Produce Consumer Trends Tracker reinforces the strong positive perception of local food in the U.S. Nearly three out of four respondents say they are willing to pay a premium for produce labeled “locally grown,” and, if price were not a factor, local produce would be their most likely choice.

But, for many, price and access are very much a factor. Even so, without fully understanding sustainability terms, 81% report being likely to purchase items labeled “locally grown” if they can afford to do so. These insights highlight both the consumer trust in, and the economic opportunity of, local sourcing and access.

Without a shared definition and consumer understanding of what local means to the average consumer, however, it is difficult to measure impacts, design strategies, or communicate consistently about the opportunities and limitations of this part of the market. “Local” really can mean what the buyer wants, but it may never be a one-size-fits-all point of view.

THE REALITY CHECK

A common misconception is that local food is inherently more sustainable or environmentally sensitive. Research from North Carolina State University Extension shows transportation accounts for only about 11% of agriculture’s greenhouse gas emissions, while production methods and processing carry far greater weight. On this topic alone, in some cases, large-scale shipping, trucking, and rail are more efficient than dozens of small local deliveries.

Similar lessons can be gleaned from other environmental considerations — commercial-scale resources, technology, and efficiencies can give smaller-scale production a run for its money.

That said, local sourcing can reduce food waste and align with consumer demand for sustainably labeled products. As IFPA research shows, over half of consumers consider growing methods and packaging when purchasing produce. That’s why innovative produce growers are implementing strategies that enhance efficiency, reduce environmental impact, and strengthen supply chains at every scale of operation.

COMMUNITY VALUE

Local food shines at the community level. Farmers markets, CSAs, and urban gardens build trust and expand access to nutritious food through programs like SNAP matching. Research links local food access to higher fruit and vegetable intake and better student outcomes.

Many Americans also view “locally grown” produce as a trustworthy, premium choice that supports both their health and their community. For IFPA, these outcomes align with the produce sector’s mission to improve public health and nutrition through fresh produce and floral products. Just like other businesses, fresh sector investments in local programs deliver returns in brand reputation, consumer trust and workforce health.

LOOKING AHEAD

Local food systems should complement broader supply chains. For fresh produce and floral sectors, that means:

• Clarify expectations: Educate policymakers and consumers about the opportunities for what local food can realistically deliver, and where and why broader systems remain essential.

• Invest strategically: Support local programs that give access to fresh foods and create measurable health, social, and economic benefits, including mental wellness through floral products.

• Embrace variety: Advocate for supply chain strategies that balance local, regional, and international sourcing to maximize resilience, affordability, and year-round availability.

• Lead with transparency: Share data and insights — e.g., IFPA’s Consumer Tracker — that help move conversations beyond slogans and anecdotes toward evidence-based realities and better options for consumers.

Like IFPA’s mission, the goal should be to connect healthy food and floral offerings in a resilient, nutritious, and enriching food system that improves lives worldwide. By making space for local initiatives and global networks, we strengthen supply chains and enhance human health.

For leaders in fresh produce, the call to action is about embracing nuance and consumer choice. By recognizing local food as an important piece of a larger puzzle, we can deliver on the promise of a resilient, affordable, and truly sustainable future.

Rebeckah Adcock is vice president, U.S. Government Relations, with International Fresh Produce Association (IFPA), Washington.