Published On: Tuesday, 29 May 2018

Study Finds Growing Interest in Local BC Food

Study Finds Growing Interest in Local BC Food

VICTORIA - When making a trip to their local grocery store, farmers market or going out for dinner, British Columbians are strongly influenced by their interest in supporting the local economy, and their desire for food that is fresh and safe to eat.

These findings are part of a B.C. Agrifood and Seafood Domestic Study funded by the federal and provincial governments, under Growing Forward 2.

A key finding from the study is that B.C. residents would be more inclined to buy B.C. products if there was a recognizable "From B.C." logo or seal that was identifiable on the product.

The study also found that while residents are buying B.C. products primarily from mainstream outlets, diversification is taking place. More than 60% of people are buying local products at specialty stores and farmers' markets, and from emerging options, such as subscription and delivery services.

The B.C. Agrifood and Seafood Domestic Study had the following objectives:

  • Identify consumer segments in B.C. that are currently buying local agrifood and seafood products;
  • Determine what local agrifood and seafood products they are consuming;
  • Uncover motivations for buying local agrifood and seafood, instead of other competitive products;
  • Assess where they shop for local agrifood and seafood products;
  • Determine where key consumer segments are located in B.C.; and
  • Gauge the degree to which these segments are influenced by different "Buy BC" messaging and promotions.

The participants in the study were B.C. residents, 19 years and older, who do at least some of the grocery shopping for their household in the Mainland/Southwest, Vancouver Island/Coast, Thompson-Okanagan/Kootenay, and Cariboo/North.