How local is local? Consumer Preference for Steaks with Different Food Mile Implications

Results from a choice experiment of the Canadian population reveal consumers were indifferent between product labeled as “Local” and “Local: from within 160 km”;. Despite the present stricter regulation in place for local food, our results suggest that transition from 50 km limit to 160 km limit equally satisfy consumers while open up access for more farm areas to increase supply of local food. Additionally, consumers willing to pay significantly more for home-province product over local product.