The truth about ‘local’ food in US supermarkets: ‘It’s a marketing gimmick’

The term doesn’t mean that much any more, and there are other, more important factors to consider when selecting food

If you walk into a Whole Foods in Oakland and pick up a container of non-dairy yoghurt marked “local”, you might be surprised to learn that though the company is headquartered nearby in San Francisco, the cashews the yoghurt is made of come from Vietnam, more than 7,500 miles (12,000km) away, or Ivory Coast, about 7,300 miles in the opposite direction.

This yoghurt made with ingredients from the other side of the globe points to the contradictory nature of so-called local food today: though the term holds appeal for customers, nearly two-thirds of whom perceive local food to be more environmentally friendly, experts suggest it may not always mean what you think.