People value food products ‘from somewhere’ more than food from ‘anywhere’ – whether that ‘somewhere’ is local, or from the other side of the world. They love a back-story about where and how a food is made. Foods with a halo of provenance and artisanal production have more appeal.
That means Provenance is increasingly important for ingredients as well as for brands.
Consumers don’t want only what’s local. They know that not everything they want is available nearby and they are open to products from ‘far away’ – provided that they are natural, ‘authentic’ and have some clear provenance. People will buy both products that are ‘local’ and those from ‘far away