The local food movement is spreading – from rural farm market stands to supermarket shelves. Grocers worldwide are taking notice as more shoppers are willing to pay a premium for local food – seeing it as better tasting, more trustworthy, and more sustainable. Yet some consumers question how “local” the food really is at grocery stores as compared to the roadside farmstand where it is clear the produce was just harvested from the field a few feet away.
And grocery chains have a long way to go operationally to deliver local food and make it profitable. This session will explore how to define “local” and convey local products’ authenticity. How do you take advantage of this growth segment while building trust with your customers? What are the implications to your company’s buying and category management?
