UF Study: Some Consumers Confuse ‘Local’ with ‘Organic’ Food

A University of Florida study has revealed that one in five consumers confuse the words “local” and “organic.” In partnership with three other universities, UF aims to help local and organic food producers better target their marketing messages to dispel consumers’ confusion. Experts at the University clarify the two terms by saying that organic produce is not always local. Sometimes, organic food can travel a long way before it reaches consumers’ plates, increasing its environmental footprint. With the organic food industry spending billions of dollars each year to build brand awareness, UF researchers hope to eventually educate consumers and dissolve confusion.

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