Food Miles and Regional Logos: Investigating Consumer Preferences in the Midwestern United States

Regional food marketing initiatives in the United States include state-sponsored marketing programs, promotional efforts made by non-profit organizations, and retail-level supermarket campaigns. Some employ food miles, while others emphasize state boundaries or regions. Given that U.S. consumers are faced with these options, the objectives of this study are to (1) determine whether consumers have a clear preference ranking between three regional marketing logos currently seen in the marketplace, (2) estimate whether consumers are willing to pay a price premium for food mileage information, and if so, what mileage cutoffs are preferred, and (3) uncover whether displaying food mileage, regional marketing logos, or dual-displaying both sets of information is most preferred by consumers. To address these objectives, an artefactual field experiment featuring a series of non-hypothetical, random n th-priced auctions is conducted with 98 community participants in Wisconsin. The experimental auctions feature cheese displaying a regional marketing logo, a food mileage cutoff, or both simultaneously. A random-effects two-limit tobit model is used to fit the elicited bid data. Our results suggest regional logos referencing smaller geographic areas are preferred over state logos by U.S. consumers who are willing to pay a price premium. Consumers are not willing to pay a price premium for food mileage information unless it is within 50 miles. Our results also suggest larger distances do not meet consumers’ definition of local. Therefore, to appeal to consumers, federal and state agencies, retailers, and producers should consider marketing efforts targeting smaller regional areas. Such efforts could help shorten the food supply chain while providing consumers with an opportunity to make more sustainable food choices.