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A study of buying preferences in British Columbia says people want food that is fresh, safe to eat and supports the local economy.
The study funded by the provincial and federal governments shows people are strongly influenced by a desire to support local producers, whether they are at a grocery store or choosing an entree at a restaurant.
A key finding says shoppers would be more inclined to buy local if the product carries an identifiable "from B.C." logo or seal.
The study also suggests consumers are increasingly turning to specialty stores, farmers' markets and emerging options — such as subscription and delivery services — in their quest for B.C. products.
Survey respondents were 19 or older and do at least some grocery shopping in one of four major regions of the province.
B.C. Agriculture Minister Lana Popham says her ministry is building the local market for B.C. foods and the study offers insight to help increase consumer awareness of agriculture and seafood products from the province.
