Professor Iain Murray, School of Hospitality and Tourism Management, commented that “local” is more often a marketing term than a geographic description in a recent profile. “If you live in a northern climate, the 100-mile diet isn’t for you,” says Professor Murray. Foods like chocolate, coffee and fresh produce are off-limits to those who want to “eat local,” especially during the winter. But what exactly does “local” mean? Is local food grown in Canada? What if it’s processed in Canada but grown in another country?
“The single most important thing about ‘local’ is that it’s a marketing word that’s worth money,” says Murray. “That’s why it’s being so abused. When you label something as local, you can command a higher price for it, and if it’s in short enough supply, you’ll get that higher price.”
