Are local foods tastier because of their label?

Expanding upon prior research on the effects of food labels and the existence of “health halos” for certain food products, this study examined the influence of local‐food labels on consumption and subsequent evaluations. 52 subjects, ages 20–28 were asked to either sample foods —apples, cheese, and a non‐alcoholic wine product— labeled as “local,” or to sample identical food items labeled “non‐local.” After tasting the foods, subjects in each group were asked to rate each item in regards to perceived sensory attributes, estimated nutritional quality, and various value properties. Subjects in the “local” label group reported higher value assessments in terms of quality (p=.017) and expensiveness (p=.010), more favorable taste ratings (p=.032), and lower calorie estimates (p=.018) than subjects in the “non‐local” label group. Efforts to bolster support for local food economies that emphasize these sensory and quality attributes in local foods may be most effective in promoting their consumption. Of note, those participants who responded most favorably to the local‐food label also reported a higher frequency of environmental conservation behaviors (r=.39, p=.004) and indicated a higher personal importance of connection to the food system (r=.35, p=.006). Targeting these consumer segments may enhance the efficiency of marketing efforts while also identifying those most susceptible to halo induced over‐consumption.