Mehdi Zahaf\*

The typical local food consumer in the Ontario and Quebec is consistent with research of [4], that indicates a female, and with a higher-level education. Having profiled this consumer however, it is noted that both the sample and those within the sample who currently purchase local foods are very similar in terms of demographics. It is important to realize that consumers may not fully understand the meaning of locally produced food and demographics alone are not sufficient to explain the purchase behaviour. Given the relationship between concerns and the decision to purchase local food products, local farmers should be pleasantly surprised that price is not the main factor that people consider when deciding to buy local. Future research should be undertaken to assess the effects of different marketing ideas and also to examine if

To recapitulate, the starting point of the marketing model depicted in Figure 2 starts with the market needs. Depending on the degree of consistency of the need and the knowledge level of the target market, there are two operation sizes: direct (farms gate) or using intermediaries (distributors). Each one of these channels has a value attached to it. The more the consumers know about their needs, the more they will look for an enhanced value capturing all aspects listed in the model. Conversely, if consumers have limited knowledge but are driven by social consciousness (sustainability and helping the local economy), then they will buy from longer channels (specialized, community grocery stores) under the impression that food is local.

Local food research is an area of study with a vast number of possible areas of future research. Local farmers will find value in knowing that market potential does exist for their product, and consumers are expressing an interest in purchasing locally produced food at all channels of distribution. Their motivation to buy local food products is not driven by fear and concerns over food products, but rather by knowing key information on country of origin, nutritional value, freshness and healthiness. This information could be found in the packaging (i.e. date

consumers understand the meaning of locally produced food.

**Figure 2.** Local Foods Marketing Model

**7. Conclusion**

20 Food Production and Industry

Address all correspondence to: zahaf@telfer.uottawa.ca

Telfer Scchool of Management, University of Ottawa, Canada
