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Future development, innovation and promotion of European unique food: An interdisciplinary research framework perspective
Journal of The Science of Food and Agriculture
Abstract
Unique food products constitute a very important element of European food business, culture, identity, and heritage. Understanding the uniqueness of certain food in Europe from a research based interdisciplinary perspective will be a critical factor in promoting the competitiveness of artisanal food industries going forward both locally and internationally. Success will support the competitiveness of the European food industry, in particular SME's, by enabling substantial product differentiation potential for producers and providing ample variety in food choice for the consumer. In addition it will contribute to sustainable agriculture and development of rural areas, protecting them from depopulation. In order to meet the demands of a developing fundamental shift in European Union agricultural focus to greener, sustainable farming practices and wider rural development and to ensure success for local small scale producers, this paper discusses the future direction of research in the field of unique European foods. The paper presents a perspective which integrates optimisation and innovation of unique food products in Europe through the integration of advanced knowledge and technologies. A framework is presented covering, location, identity, perception and well-being as areas needing integration to bridge the research knowledge deficit in determination and specification of food identity in the EU. The ultimate aim being promotion of sustainable agriculture and rural development, particularly in territories across the European Union where unique food is strategically and scientifically under-defined.
... The growing interest in traditional food products can be explained by various food crises, food industrialization, globalization, and environmental concerns [3,[11][12][13][14][15]. Furthermore, consumers are becoming more interested in products of local origin, unique characteristics, authenticity, high-quality food products obtained through traditional production methods, and food that influences environmental sustainability and economic development in local and rural areas [6,7,[16][17][18][19]22]. Consumers are increasingly seeking products free from artificial additives, preservatives, and synthetic ingredients. ...
... The results showed that 98.3% of the respondents consume traditional food products in their households, with 89.1% consuming them at least once a week. These findings align with the literature, indicating a growing interest among consumers in unique, natural, high-quality food products obtained through traditional production methods with fewer additives and preservatives [6,7,[16][17][18]22]. Furthermore, 95.2% of the respondents based their purchase decisions on product quality, highlighting consumer interest in healthy, sustainable, and nutritionally valued food [3,7,11,12,40]. ...
The objective of this study was to identify consumers’ attitudes about the consumption and certification of traditional food products, special characteristics to which they pay attention when buying food products, and their opinions regarding what traditional food products are to them. The research was based on an online questionnaire conducted on a sample of 540 respondents in the Autonomous Province of Vojvodina. The results showed that 98.3% of the respondents consume traditional food products in their households, 95.2% of the consumers decide to buy food products based on their quality, and 68.2% of the consumers believe that certain types of certification can improve product placement on the market. The specific characteristics that consumers mostly prioritize when buying food products are products with no added sugar (41.2%), traditional production processes (38.8%), GMO-free products (36.9%), organic products (36.4%), and additive-free products (34.9%). The results of this research indicate that consumers primarily perceive traditional food products as items produced using traditional methods (72.8%), characterized by the absence of additives (53.2%), specific to a certain geographic area (49.9%), sourced from small farms or facilities (49.5%), and products with long production tradition (49%).
... These products are often passed down through generations and are cherished for their unique and recognizable characteristics and quality (European Commission, 2007;Trichopoulou, 2007;Ikonić, 2021). In recent years, there has been a noticeable increase in consumer demands for traditional food products due to growing interest in authenticity and food origins, quality, nutritional value and health-consciousness, environmental sustainability, economic impact on local economies and culinary diversity (Byrne, 2013;Feldmann, 2015;Donati, 2021;Kovács, 2022). ...
... Therefore, the production of TFPs is an important factor in economic development which impacts the diversification of rural areas [43], promotes sustainable agriculture and craftsmanship, decreases regional economic gaps, and strengthens local economies [44,45]. However, it also leads to a reduction in depopulation [43,46]. The market battle between global brands and TFPs is constant [47]. ...
The topic of this study is the factors that influence the consumption of traditional food products (TFPs) in tourism, as seen from the perspective of management-sector employees in food and beverage catering facilities. The paper aims to analyse the economic, environmental, social, and touristic factors that highly influence the consumption patterns of catering facilities which are significant providers of traditional gastronomic experiences in tourism, by using the specially designed TFPct scale. The study was conducted on a sample of 300 catering facilities in AP Vojvodina (the Republic of Serbia). An explanatory factor analysis was used to confirm the key factors that influence the consumption of traditional products used to prepare the meals that are a part of what catering facilities offer. Subsequently, a binary logistics regression model was used to establish which of the indicated factors has a statistically significant effect on the management’s decision to purchase these products for their catering facility. The study showed that the TFPct scale is appropriate for this type of research, and that economic factors are key factors in the consumption of traditional products. Moreover, compared with other types of catering facilities, interest in the consumption of these products is clearly expressed by a la carte restaurants.
... The interdisciplinary research of innovative food products represents the starting point in promoting them on competitive markets. This approach will bring benefits, both for producers and consumers (Byrne et al. 2013). By combining sensory analysis, laboratory test and studies on consumer behavior, researchers can obtain interesting results: on the one hand they can define product characteristics, and on the other hand, they can adapt the product to the consumers' demand (Yang and Lee, 2019). ...
Flavoured honey is an increasingly popular product among consumers. Enriching honey with other healthy ingredients such as spices, herbs, dried fruits, pollen and propolis is a way to create new innovative products, with benefits for both, beekeepers and consumers. The purpose of the study was to test four types of flavoured honey among young consumers segment in Slovakia: honey with cacao, honey with cinnamon, honey with turmeric and honey with pollen, by using an interdisciplinary approach. The research combined sensory analysis, consumer research and laboratory tests methods aiming to find the consumer interest and acceptability of these products. Based on overall sensory analysis, honey with cacao and cinnamon obtained the best evaluations in terms of aroma, taste and colour, while honey with turmeric obtained the worst. Laboratory tests showed that all four types of flavoured honey have higher antioxidant activity than normal pure honey. Communicating these results to consumers partially influenced their preferences. The results of consumer research indicate that flavoured honey was perceived as innovative and natural product and the majority of respondents would buy it.
... Understanding the uniqueness of food in Europe is a key factor in promoting the competitiveness of craft food industries, both locally and internationally. Such activities contribute to the promotion of sustainable agriculture and rural development, protecting them against depopulation [56]. ...
Agriculture, food and tourism is combined into offering tourist products in rural areas. The development of local activities combining traditional food and tourism becomes an investment for the future with both the concept of sustainable gastronomy and agriculture sustainability, and helps in the development of local entrepreneurship in rural areas. The European Union has introduced provisions for the protection of traditional and regional food that can be used to create a variety of tourist products. Currently, tourists are looking for unique local products. More and more people travel because of culinary motifs, and local products, dishes and local processors can become an attraction in these places. This paper presents the idea of ‘The Best Pork of Wielkopolska’ culinary trail, which is based on a local product from Wielkopolska, in Poland—the native breed of pig—the Złotnicka White pig. The rapid development of culinary tourism means that tourists are looking for offers in this area. There are many cooking-related products available in the tourism market, one of which is the culinary trail. Food becomes one of the advantages of places where tourism related to the culture of the region develops. Based on cultural heritage, a variety of tourist products can be created, e.g., culinary trails combining agriculture and food produced in this area with tourism.
... The market share of imported and cheaper consumer goods is increasing. This has an impact on blurring of differences between particular types of food [Byrne et al. 2013]. Without obtaining adequate information, a consumer is not able to distinguish the original product from the mass product [Eriksen 2013]. ...
This article seeks to describe the attitude of residents of Eastern Poland and Western Ukraine towards regional food products. The objective of the project was to evaluate the elements of promotion, which encourage consumers to buy regional products. Author's questionnaire was used in the survey of 1,128 residents from Poland, and 1,072 from Ukraine. The Likert five-point scale was used to measure the participant's attitudes following the construction and validation procedure. The Statistica 13.1 PL program was used in statistical analysis. The most important promotional activities for residents in both countries were: presentation of food products at regional exhibitions, fairs and events of regional and foreign range. The increased interest in regional food products is a manifestation of new food-related tendencies and in particular to preserve behaviors and values stemming from the cultural heritage of both Poland and Ukraine. It is also connected with high quality of regional products. Appropriate promotion helps consumers see the value of regional products.
... In a global society of information (D'Antuono, 2013), small food producers use tradition to resist competition from agro-food giants and to defend rural livelihoods, whereas food multinationals rely on the concept as an efficient marketing tool. Even the recent definitions by the European Union and its many research projects on the matter [for a comprehensive overview, see Byrne et al. (2013)] are to be understood as products from a specific politico-economical context. Central to the agenda is the promotion of food industries (mostly SMEs) and the preservation of a supposed European heritage and culture. ...
... and provides a snapshot of the processes used to determine best practice for food industry players. Byrne et al. 8 provide a perspective of the important role of unique foods in Europe, and the opportunities they offer in terms of the future competitiveness of the European food industry. Finally, Bessière and Tibère 9 cover the phenomenon of the tourist eater, and the different experiences that individuals are exposed to when eating food while away from home. ...
... The preliminary investigative nature of this project demanded a method of data generation that would be rich, contextual and detailed[20]. Qualitative research methods such as in-depth interviews, participant observation and focus group discussions, (which are addressed elsewhere[21]) provide techniques for such generation. However for this study, the exploratory focus group[22] discussion was identified as the most valid method in terms of being flexible, fluid and contextual. ...
Investigates consumer perceptions of “regional foods” in England. Results show understandings of regional foods to be a complex dynamic of interrelated concepts. Regional foods are defined by place and human-related factors. An implicit factor in attitudes towards regional food is the “perceived authenticity” of the various product attributes by the consumer. Regional foods are characterized as “regional products” (high-value, speciality or hand-crafted products) and “regional recipes” (dishes readily associated with home preparation and cooking). Proposes that findings have implications for marketing, in particular product differentiation and communication. Implications are discussed for food producers and retailers, and recommendations are made for future research.
Ogel-ogel is a unique food in Pemalang with a crispy textured within a distinctive cheese flavor. Ogel-ogel made from glutinous rice flour mixed with egg, cheese, sugar, and salt. Then the dough is printed like a caterpillar writhing using a special tool and then fried. The study aimed to examine the nutrition content and the total amount of bacteria inogel-ogel. The test included nutritional content test such as carbohydrate content test used luff schrooll method, protein used kjehdahl method, fat used sokletasi method, rancid used TBA (Thiobarbituric Acid) method with interval 5 days for 20 days, microbiology test used ALT method (Total Plate Count) with PCA media (Plate Count Agar), free fatty acid test by titration method used NaOH. The test results showed that ogel-ogelcontain carbohydrate equal to 11.1%, protein 13%, fat 47%, (the result of rancidity), amount of bacteria as much as 1.13 × 10 ⁴ CFU/ml, and free fatty acid test result. Based on the test, it can be concluded that Ogel-ogel is safe to be consumed because it is in the standard range of BPOM No. 16 of 2016 which is in the range 10 ⁷ -10 ⁸ CFU/ml for the category of typical bakery products (sweet, salty and savory).
Purpose
To examine the influence of the perceived quality of a protected designation of origin (PDO) product on consumer loyalty and buying intentions.
Design/methodology/approach
The study examines the relationships between intrinsic and extrinsic quality attributes, loyalty and buying intention. Information was obtained from an initial qualitative approach based on a group dynamic to allow the development of scales to quantify the different concepts. Personal interviews were then conducted with 251 consumers based on a structured questionnaire.
Findings
The study reveals the existence of a positive and significant relationship between the extrinsic attributes of a traditional food product and loyalty expressed by consumers. It also shows that the perceived quality associated with the intrinsic attributes of the product has a positive and significant influence on buying intentions.
Practical implications
The PDO should seek to foster the perceived quality of intrinsic attributes in order to enhance consumer buying intentions, which may be viewed as the pragmatic side of consumer behaviour, an expression of the behavioural side of their attitude, and a reflection of their actions and short‐term behaviour. It should also foster the perceived quality of extrinsic attributes so as to achieve greater loyalty which, in turn, will be expressed as an increase in repeat purchases. This loyalty may be considered from an attitudinal standpoint involving feelings and affects towards a product or brand, and is related with ideal images held by consumers about their own actions.
Originality/value
This paper shows that positive attitudes, feelings and affects towards symbolic factors are fundamental components of attitudinal loyalty. These aspects reflect the consumer ideal, because such attitudes are based on positive feelings and affects towards symbolic factors. This loyalty, in turn, constitutes the ideal behaviour with which the consumer identifies, although it is not necessarily his/her actual behaviour.
Descriptive Sensory Profiling methods have been used for over half-a-century. As the application of these methods obviously does not occur in a vacuum, we sketch the contextual basis of these methods. A unifying model, illustrating the tasks required from a sensory panellist, is presented with the aim of illuminating some major differences between methods. The history and main developments in the field of descriptive sensory profiling are outlined in a basic pedigree of methods. The authors suggest an approach to sensory profiling where taylor-made, problem oriented, methods are devised and used.
Traditional food products (TFPs) are an important element of human culture, identity and heritage. However, their production still relies on traditional manufacturing practices, often with low competitiveness, efficiency and R&D investment. The introduction of innovations could help producers to increase the market share of TFP, although some innovations could have a negative impact on their traditional character and image.The objective of this study was to understand the meaning of the concepts “Traditional” and “Innovation” in a cross-cultural context by means of a sorting task.The study was done in four regions of four European countries (Belgium, France, Norway and Spain). A total of 476 participants performed a sorting task with 13 different key words written on cards (one word per card), including the words “Traditional” and “Innovation”. An additional affective evaluation was carried out by each participant by assessing how they perceived each key word in a food context.The sorting task proved to be an efficient method to conceptualize the words “Traditional” and “Innovation” from a consumer perspective. The affective test complemented the sorting task and helped to better understand the groups obtained. A noticeable incompatibility between the two concepts, “Traditional” and “Innovation” was detected as well as the relative unhealthy character of some traditional food products. The information provided in this study may help producers of TFP to improve the image of this category of foods and to implement potentially successful innovations in the European traditional food sector.
Sensory characteristics of 21 locally produced Danish honeys representing a span in seasonal variation and location across Denmark were studied. Seasonal variation influenced the sensory characteristics predominantly as a consequence of changes in the flora of the honeybees' habitat. However, honeys from different locations displayed specific sensory characteristics within same season. Thus, the Danish honeys had distinct and unique flavours related to origin of location — sensory local uniqueness. In addition, honeys from similar locations could also differ in sensory profiles. The sensory variation within the honeys due to the flora in the local habitat was mirrored by pollen analysis showing diverse pollen profiles. This finding assists the beekeeper in formulating precise product descriptions for communication and creation of recognition of the products sensory uniqueness in their promotion strategy of the honeys towards the consumers.
Affective factors play an important role in the development and maintenance of preferences. The representation of affect can take a variety of forms, including motor responses and somatic reactions. This explains why cognitive methods of preference change that are directed at only one form of representation have seldom been effective.
Investigates consumer perceptions of “regional foods” in England. Results show understandings of regional foods to be a complex dynamic of interrelated concepts. Regional foods are defined by place and human-related factors. An implicit factor in attitudes towards regional food is the “perceived authenticity” of the various product attributes by the consumer. Regional foods are characterized as “regional products” (high-value, speciality or hand-crafted products) and “regional recipes” (dishes readily associated with home preparation and cooking). Proposes that findings have implications for marketing, in particular product differentiation and communication. Implications are discussed for food producers and retailers, and recommendations are made for future research.
The sensory and physiochemical properties of sausages with varying fat and salt levels were investigated. Twenty eight sausages were produced with varying concentrations of fat (22.5%, 27.5%, 32.5%, 37.5% w/w) and salt (0.8%, 1%, 1.2%, 1.4%, 1.6%, 2%, 2.4% w/w). Sausages were assessed instrumentally for colour, moisture, fat, cooking loss and texture profile analysis. Consumers (n=25), evaluated each product in duplicate for colour, texture, tenderness, juiciness, salt taste, meat flavour, off-flavour and overall acceptability using a hedonic scale. Lowering fat produced products which consumers rated as less dark in colour, tougher, less juicy and taste less salty than higher fat products. However, no significant preferred sample was found amongst consumers. Salt reduction in products produced sausages which consumers rated as paler in colour, more tender and with greater meat flavour than higher salt containing products. The sausages containing 1.4% and 1.0% salt were significantly (P<0.01) found to be more acceptable to consumers than other salt levels.
The objective of the present study was to investigate the efficiency of sorting procedures, as an alternative to quantitative descriptive analysis, to obtain a sensory map of food products. First, we investigated if sorting by a trained panel would give similar results to quantitative descriptive analysis. Principal component analysis of quantitative descriptive data and multidimensional scaling of sorting results led to similar product maps and sensory description, even if slightly more detailed in quantitative descriptive analysis. Second, we examined if sorting performed by trained and untrained panelists led to the same conclusions. The perceptual organisation was similar whatever the level of panelist expertise. Finally, we investigated if sorting by untrained panelists led to consistent data. Familiarisation with the procedure and the products did not induce any major change. The results showed that sorting combined with verbalisation led to meaningful and consistent product sensory mapping, whatever the panelist’s level of training.
The sensory and physiochemical properties of frankfurters with varying fat and salt levels were investigated. Twenty frankfurter formulations were produced with varying concentrations of fat (10%, 15%, 20%, 25% w/w) and salt (1%, 1.5%, 2%, 2.5%, 3% w/w). Frankfurters were assessed instrumentally for colour, moisture, fat, cooking loss and texture profile analysis. Consumers (n=25) evaluated each product in duplicate for colour, coarseness, tenderness, juiciness, salt taste, meat flavour, off-flavour and overall acceptability using a hedonic scale. Salt levels below 1.5% were shown to have a negative effect on consumer acceptability, with 2.5% salt concentration being the most accepted (P<0.001) by consumers. However, frankfurters containing the lower fat levels 10% and 15% fat with higher salt levels (2.5-3%) were significantly the most acceptable variants to consumers. Samples containing less fat and salt were found to be tougher, less juicy and had greater cooking losses. Thus salt perception is very important for consumer acceptability, but fat levels can be potentially reduced without significantly affecting overall acceptability.
Epidemiological data indicate a beneficial effect of Mediterranean diets on human health, especially on the prevalence of cardiovascular disease. These observations are supported by recent intervention studies. However, very little is known about the current role of local Mediterranean food products, which are consumed on a less regular basis and their contribution to a healthy diet. The European consortium "Local Food-Nutraceuticals" collected 127 locally consumed wild or semi-wild plants in three Mediterranean countries, i.e. Greece, Italy, and Spain, in order to assess their ethnobotanical features as well as their biological activities. The project also includes a second line of research, the study of local conceptions about these food resources. All pharmacological assays were conducted with ethanolic extracts prepared from the dried plant material. The biological activities of the extracts were assessed with the following 12 different assays covering a broad range of mechanisms considered crucial in the pathology of chronic, aging-related diseases. Four antioxidant tests: DPPH scavenging, prevention of oxyhaemoglobin bleaching, prevention of lipid peroxidation (malondialdehyde formation), and protection from DNA damage (Comet assay); three enzyme inhibition tests: inhibition of xanthine oxidase, inhibition of myeloperoxidase-catalysed guaiacol oxidation as well as the inhibition of acetylcholine esterase; one test investigating the inhibition of cytokine-induced cell activation (including the extracts' potential cytotoxicity); one assay measuring the anti-proliferation potential; one test assessing the anti-diabetic activity (PPAR) as well as one assay investigating the extracts' effect on mood disorder-related biochemical parameters (hSERT). Furthermore, the polyphenol content of all extracts was determined using the Folin–Ciocalteaus method. The assays revealed diverse biological effects for the tested extracts ranging from no activity to almost complete inhibition/activation. Moreover, the experimental matrix led to the identification of a sub-set of extracts, i.e. Berberis vulgaris, Reichardia picroides, Scandix australis, Satureja montana, Thymus piperella, Lythrum salicaria and Vitis vinifera, showing high activity in a broad range of assays. In summary, the in vitro observed modulations and effects exerted by extracts derived from local food plants suggest that these plants may contribute to the observed better aging of rural Mediterranean populations.
Traditional food products are subject to an increased interest in Europe. Innovations, though controversial in the context of traditional food, are essential to maximally cope with this opportunity. So far, only few studies have concentrated on innovation in the traditional food sector. In this paper sector and consumer data are combined in order to validate to what extent innovations in the traditional food sector match with consumers’ acceptance. Sector innovations were explored through 270 interviews, covering 90 traditional food chains in three European countries (Belgium, Italy and Hungary). Consumers’ innovation acceptance was investigated using a quantitative survey approach with 2429 respondents in Belgium, Italy and Poland. In general, both the sector and the consumers were open towards innovations in traditional food products. In addition, the innovation activities of the sector were matching well with the innovations accepted by consumers. Throughout, preserving the traditional character of the food was stressed as a prerequisite for innovations in traditional food products.
The purpose of this study is to investigate the extent to which consumer information concerning the manufacturing processes of beer can influence how acceptable the product is to the consumer. In this study subjects were informed that the beer had been produced (1) using genetically modified yeast; (2) with organic barley and hops, and (3) using traditional brewing technology. Three products were selected to represent high, moderate and low acceptability. A blind evaluation of the selected samples was followed by an assessment of the subjects' expectations of the sample products based on the different information about product processing. The impact of these expectations on liking after tasting the product was examined and demonstrated that information regarding manufacturing technology is capable of modifying the consumers' liking of beer. The disconfirmation that occurred as a result of different product–information combinations revealed that liking moved towards their expectations (assimilation). However assimilation was not complete, indicating that sensory properties of products were important in determining perceived quality. Finally, the present study does not entirely confirm findings of previous research. Combining different information with different levels of product liking may lead to a better understanding of the asymmetry of disconfirmation.
In the marketing literature, the influence of a place-of-origin indication on the evaluation of products has been studied with little consideration for the image of the place of origin as a separate construct. Although effects of a place-of-origin indication have been found, it is still unclear what components make up the image of a place of origin, and how they determine consumers' evaluations of products originating from that place. In this paper, we propose and empirically test a conceptual framework that addresses these issues. More specifically, we examine how the image of a region influences the perceptions of and preferences for products.
Nine soppressata salami types were investigated: three traditional Campania samples, three traditional Calabria samples and three industrial ones.Focus group interviews were conducted in Campania and Calabria in order to gain information on typicality descriptors. Sensory profile analysis of the nine salami was performed by using eight trained judges. Consumer tests were performed in two different sessions. In the first one, both Campania and Calabria consumers evaluated blind the samples. In the second one, prior the consumers evaluated liking expectations of information about origin and technology; next, rated the three types of salami each labeled according to its origin and technology.Industrial made soppressata received the lowest expected score by both groups of consumers. Campania consumers have higher expectations for traditional Campania while the opposite situation was observed for Calabria consumers. Discrepancy between expected and blind scores was found, suggesting that negative disconfirmation of expectations occurred for all traditional made samples. Finally, differences in sensory attributes perception between consumers groups were observed.
The interactive effects of varying levels of salt and fat on the sensory and physiochemical properties of beef patties were investigated. Twenty beef patties with varying levels of fat (30% 40% 50% 60% w/w) and salt (0.5%, 0.75% 1.0% 1.25% 1.5% w/w) were manufactured. All samples were assessed instrumentally for colour, moisture, fat, cooking loss and texture profile analysis. Sensory consumer evaluation was conducted using 25 consumers. The consumers rated each coded product, in duplicate, in terms of colour, texture, tenderness, juiciness, salt, taste, meat flavour, off flavour and overall acceptability. The data indicate that the most consumer acceptable beef patty was that containing 40% fat with a salt level of 1%. This is a 20% decrease in fat and a 50% decrease in salt levels when compared to commercial patties available in Ireland and the UK.
Traditional food products (TFP) are an important part of European culture, identity, and heritage. In order to maintain and expand the market share of TFP, further improvement in safety, health, or convenience is needed by means of different innovations. The aim of this study was to obtain a consumer-driven definition for the concept of TFP and innovation and to compare these across six European countries (Belgium, France, Italy, Norway, Poland and Spain) by means of semantic and textual statistical analyses. Twelve focus groups were performed, two per country, under similar conditions. The transcriptions obtained were submitted to an ordinary semantic analysis and to a textual statistical analysis using the software ALCESTE. Four main dimensions were identified for the concept of TFP: habit-natural, origin-locality, processing-elaboration and sensory properties. Five dimensions emerged around the concept of innovation: novelty-change, variety, processing-technology, origin-ethnicity and convenience. TFP were similarly perceived in the countries analysed, while some differences were detected for the concept of innovation. Semantic and statistical analyses of the focus groups led to similar results for both concepts. In some cases and according to the consumers' point of view the application of innovations may damage the traditional character of TFP.
The UK government is currently attempting to encourage consumers to buy more locally produced food. It is hoped that this will provide economic, environmental and social benefits to local areas, leading to more sustainable patterns of consumption. This qualitative study looks at the views and behaviour of consumers towards local foods with a particular focus on the barriers that prevent greater uptake of local produce. In total, four focus groups (n=33) were conducted. Content analysis identified six relevant themes in relation to local, national and imported foods. These were cost, lifestyle, food quality, consumer ethnocentrism, choice and farmers. Overall, although participants reported buying few local products currently, there was widespread enthusiasm across socio-economic groups for local foods, with participants perceiving them as being of a higher quality than imported foods. They also generally endorsed the idea of supporting local farmers and their own national economy. The main barriers preventing participants from buying more local products were price and inconvenience. The results are discussed in relation to developing future strategies for encouraging people to buy more local food products.