A recent study conducted by Datamonitor Consumer found that, for consumers who shop foods and produce provided locally, freshness is the most important factor – even over traceability. For many, the fact that the foods they buy are produced locally diminishes the concern many consumers have regarding traceability in foods and produce that may come from other states, or even other countries.

The study revealed that consumers who shop local foods found the most important factor to be freshness; in fact, 38% of those who participated noted improved freshness over non-local goods, while 13% felt that foods produced locally were safer. Only 9% of those surveyed cited improved traceability as one of the most important benefits of shopping local.

In recent years, farmers markets have become increasingly popular in Western economies. Consumers want produce and foods produced in their own local geographic area, because it is perceived to be not only fresher, but healthier. Ultimately, it all boils down to the fact that when it comes to local goods, many consumers are completely unaware of traceability and its benefits. It seems as though the consensus among consumers is that if the product is grown or produced locally, it can be trusted more than products coming in from other locales.

At REA JET, we know that while many consumers’ interest in local goods are not related to traceability, overall consumers who shop retail grocery stores and supermarkets ARE interested in getting as much information as possible about the foods, produce, and other products they purchase. Industrial coding and marking solutions play a huge role in track-and-trace, helping manufacturers become more transparent in the products they provide to consumers, thereby gaining more trust and increased brand awareness. Rely on our products for quality results in even the most challenging environments.