One of the things I hear a lot is “I’d like to buy more local food from independent local shops, markets and producers … but … I just don’t know where they are.”. I think for many people this isn’t the main reason they shop at the major supermarkets – it’s simply one of convenience and price (people generally think it’s cheaper at supermarkets).

However – there is some truth in it – over the last 30 years or so the rise of the supermarket and their associated marketing/awareness capability using mass media has to some extent made the smaller, independent retailer less and less visible – unless of course you know or live very close to them.

At the weekend I was visiting Norfolk and came across a ‘local food market’ – full of some great local (to Norfolk) food producers. Many of them had joined the Norfolk Food and Drink Co-operative as a way of pooling their marketing and purchasing capability which seems like a very good idea for local producers.

As social & digital media continue to grow in importance – particularly to local businesses I sense that an opportunity is emerging for savvy independent food retailers and producers to engage with local people (who in turn will engage their local friends) to ensure they know what they provide, where they are and how they can order from them.

So what do you think – Are you interested in buying local food ? Do you know where your local producers and independent retailers are ? How do you find them ? Are they recommend to you ?