How Local Is Local? A Reflection on Canadian Local Food Labeling Policy from Consumer Preference

We conducted a nationwide choice experiment to gauge Canadian consumers’ willingness to pay (WTP) for local beef assigned with various mileage and geopolitical connotations. Results revealed that consumers are mostly indifferent between products labeled generically as “local” and as “local: from within 160 km,” implying that the 160‐km radius fits perception of local of the representative consumers. Additionally, consumers are willing to pay significantly more for home‐province products over products generically labeled “local.” We also found significant positive WTP for enhanced bovine spongiform encephalopathy tested beef as well as for grass‐ over grain‐fed beef.