The AP has a nice piece of reporting on the emergence of "local" as the newest hot commodity in food labeling and marketing.
The No. 2 official at the Agriculture Department recently got a real-life lesson in the loose definition of the trendiest word in groceries: "local."
Walking into her neighborhood grocery store in Washington, Kathleen Merrigan saw a beautiful display of plump strawberries and a sign that said they were local produce. But the package itself said they were grown in California, well over 2,000 miles away.
The popularity of locally grown food — which many assume means the food is fresher, made with fewer chemicals and grown by smaller, less corporate farms — has led to an explosion in the use of the word "local" in food marketing. It's the latest big thing after the surge in food marketed as "organic," another subject of continuing labeling controversy.
But what does local mean? Lacking common agreement, sellers capitalizing on the trend occasionally try to fudge the largely unregulated term. Some grocery stores may define local as within a large group of states, while consumers might think it means right in their hometown.
The emerging debate is around how to define local, and whether there will be a consensus definition that guides the industry. Some states are proposing new rules for governing the use of the term "local" in marketing food, but it seems unlikely that there will be a federal standard. According to the article:
Whole Foods Market says a food cannot be labeled as local unless it traveled to the store in seven or fewer hours by car or truck. Wal-Mart labels produce as local if it is from the same state where it is sold. Supervalu, which operates some Albertsons stores, Jewel-Osco and other supermarket chains, defines local as within regions that can encompass four or five states. Safeway defines local as coming from the same state or a one-day drive from field to store. Many retailers just leave it up to individual store managers.
How do you define "local" when it comes to food?