Survey Finds Shoppers Define “Local” as Being Within 100 miles

The third annual A.T. Kearney survey of U.S. shoppers’ local food-buying habits finds that local food has made the leap from a “hot” consumer trend to a central growth driver for grocery retailers and restaurants. Two years ago, when A.T. Kearney conducted its first study of local food-buying habits, merely offering local food was a differentiator for retailers. In 2015, participation in the local food category is table stakes and merchandising excellence in the category is critical for growth.

For this year’s study, A.T. Kearney surveyed more than 1,500 U.S. shoppers who indicate they are the primary shopper or share shopping responsibility in their households. The report summarizes the findings of the study and provides retailers with specific recommendations for growing their share of the local food market.

Randy Burt, A.T. Kearney partner and co-author of the study, noted, “The ‘locavore’ movement has taken root. Consumers—especially women and young people—have come to expect not only high-quality local meat, seafood, and produce, but also jams, ice cream, and bread. Forward-thinking retailers and restaurants with a distinctive definition of local and a focus on marketing and merchandising fresh, high-quality products at the right price will capture a long-term advantage in this growing market.”

Survey findings include:

  • “Local food” has been redefined. Almost all consumers have coalesced around a stricter definition of local: 96% now describe local food as products grown or produced within 100 miles from the point of sale—up from 58% in 2014.

  • Access to local food is no longer the primary roadblock to increasing local food sales; only 27% of consumers say products are not available. However, about half say they are not buying local because of a lack of clear advertising/in-store signage.

  • 93% of respondents associate local with “fresh,” which is the primary purchasing factor for grocery consumers.

  • Regardless of the category, 78% of consumers are willing to pay a premium of 10% or more for local food, up from 70% in 2014.

  • Demand for local food is expanding beyond produce, meat, and seafood. More consumers say local is also an important attribute for prepared foods and dry groceries. For canned and jarred products, local increased in importance from 5% in 2014 to 13% in 2015; for prepared foods, the jump was from 10% to 23%; for bread, the increase was from 9% to 18%.

The online survey was conducted in May 2015 and included 1,519 U.S. respondents. Sixty% of the respondents were women, and all were older than 18. Household, income, age, and urbanization characteristics were representative of the U.S. population as a whole. For a copy of the full report, “Firmly Rooted, the Local Food Market Expands,” visit


Blue Moon Sued Over Craft Beer Marketing

A California man plans to amend his lawsuit alleging that MillerCoors deceived consumers by marketing its Blue Moon beer as a craft brew.

Evan Parent, of San Diego, originally sued MillerCoors in April. He claimed that he purchased Blue Moon in 2011 and 2012 believing that he was sipping craft beer instead of a product owned by one of the largest brewers in the world.

Afghan Women’s Writing Project | I Want to Breathe

I want to be myself with my own body,

my own soul,

my own name,

with my own opinion,

an independent Afghan Muslim girl,

without others’ propaganda and lust.

I want to become one with the river

and sing the travel songs

to go where women are not second class,

where women can move ahead.

I want to really know the meadows  and give tulips to all women of my generation

because we all know how much

we have sacrificed.

Because of our bad customs

we sacrifice so much for crimes we do not commit.

We are punished.

We cannot even wear light colors.

We just wear black.

We hide ourselves from the derogatory looks of the profligate.

We had to leave our laughter with the past generations.

Laughter is a crime.

We have no peace even in our own homes.

We grieve for our lost happiness.

With all of these sacrifices, what more do you want from us?

We wanted to be with our own feelings and thoughts.

Participate in our community activities.

This is our legal right and

the right that Allah has given to us.

Our skirts are clean.

We are innocent of these community accusations.

Our hearts are so clear you can see our wishes and dreams.

What is our crime?

That we raised our voices?

They have accused us.

We are not guilty.

We are shamed and abused

because we stood our ground.

They injured our souls and feelings.

We just stood silent and crying.

We let our happiness go and we can no longer see it.

May the next generation of girls be independent.

May they be able to live their lives with feelings and ideas.

May they be able to live colorful lives with their own souls,

and may they tell the stories of our generation,

the story of the brave women of Afghanistan.

The story of our bravery.

The story of our sacrifice and honesty.

And may we be remembered.

By Friba

Source: Afghan Women’s Writing Project | I Want to Breathe

Meat Processor Recalling 167,427 Pounds of Ground Beef

OMAHA, Neb. (AP) — A meat company based in Nebraska is recalling 167,427 pounds of ground beef that might be tainted with E. coli bacteria.

The U.S. Department of Agriculture said Sunday that All American Meats Inc. is recalling the meat that was sold to retailers nationwide. No illnesses have been linked to the beef.

The recalled meat was produced on Oct. 16, and it was sold in either 60-pound or 80-pound packages.

All the meat that is being recalled had a sell-by date of Nov. 3 and establishment number 20420 in the USDA inspection stamp.