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What’s driving Europe’s local food movement?

By Caroline Scott-Thomas, 23-Oct-2012

Related topics: Consumer Trends

There is big interest in locally produced food in Europe – and interest is growing, according to Sophie de Reynal, marketing manager for Nutrimarketing.

Speaking to FoodNavigator at SIAL in Paris, de Reynal says that among the reasons for this increased awareness of local products is a desire to support local economies in tough economic times, but the main driver is a multifaceted fear of the unknown.

There are many ways in which manufacturers are communicating their local credentials, including stating ‘made in France’ or a particular region on-pack, or even displaying the face of the farmer or producer behind a product’s main ingredients.

De Reynal added that although 64% of French consumers say that they would pay more for a local product – and there is clear interest in local food – there is sometimes a disconnect between what consumers say and what they do, so she urges caution.