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What Buying Local Means to Consumers
A Webinar Recording from The Food Institute
and The Hartman Group
Featuring Kate Peringer, Marketing Communications
Manager,
The Hartman Group
Moderated by Danielle Breuel, Research &
Education Director,
The Food Institute
May 28, 2008
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The Food Institute and The Hartman Group presented a webinar that
examined American consumers' understanding of what the term "buy
local" means. According to a Hartman Group report, while "buy
local" is a phrase with diverse meanings, many consumers are
beginning to think about the idea of "local" in terms
of everyday products and practices: almost three quarters of consumers
(77%) say they are currently buying products they perceive to be
locally made or produced. This 45-minute webinar is your guide to
understanding consumer perceptions of what "buy local"
means in the context of products, brands, retailers, restaurants
and businesses. Additionally, this webinar provided a current view
on where "buy local" is at with consumers and how this
acquired knowledge translates into marketing opportunities.
Among the findings that were discussed:
- 77% of consumers say they are currently buying products
they perceive to be locally made or produced.
- "Made or produced within 100 miles" is a popular
definition of local producers.
- Organic products make up a significant portion of local products
purchased.
- 82% of consumers prefer to support products made in their
state or community.
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