More than mileage: Grocers embrace story and transparency in local marketing

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When today’s shopper picks an apple, loaf of bread or rack of ribs from the grocery store shelf, one question increasingly comes to their mind: Where did this come from?

Many consumers now conflate quality with proximity to their local store, and they are willing to pay more for a product sourced from a neighboring county than one that was shipped across a nationwide supply chain.

The U.S. Agriculture Department estimates sales of locally produced foods, which reached $12 billion in 2014, will jump to $20 billion by next year. And according to management consulting firm A.T. Kearney, 78% of shoppers said they will pay more for local products across grocery segments.