Local Food Doesn't Have to Cost More: New Research Challenges a Common Myth
One of the most common reasons people give for not purchasing local food is the belief that it costs significantly more than food found in grocery stores. However, new research from ASAP's Local Food Research Center is helping to challenge that perception.
In a recently released data brief, researchers compared prices at farmers markets and nearby retail stores throughout Western North Carolina. Their findings revealed that seasonal produce and local eggs often cost the same—or very close to the same—as comparable items found in grocery stores.
The study was inspired by findings from ASAP's 2025 "Why Buy Local?" consumer research report. That report found that 87% of consumers in Western North Carolina purchased local food products at least once per month. When asked why they chose local food, most shoppers cited their desire to support local farmers and strengthen their connection to the people who grow their food.
Despite this strong support for local agriculture, price remains a concern. Thirty-five percent of regular local food shoppers reported that cost prevented them from buying more local products. Among typical grocery shoppers, that number increased to 57%.
To better understand these perceptions, researchers conducted an environmental audit during the fall of 2025. The study examined 10 farmers markets and 13 nearby retail stores, comparing prices on seasonal food items while also evaluating how products were labeled, including information about variety, growing practices, and pricing.
The results suggest that many consumers may be overestimating the price difference between local and conventional foods. While some specialty items may carry a premium, many everyday staples—especially seasonal fruits, vegetables, and eggs—are competitively priced.
Beyond price, purchasing local food offers additional benefits. Local food dollars stay within the community, helping family farms remain viable, supporting local jobs, and strengthening regional food security. Consumers also gain greater transparency about where their food comes from and how it was produced.
For residents of Davidson County and surrounding communities, this research serves as an important reminder that shopping local can be both an investment in the community and a practical choice for household budgets. Whether visiting a farmers market, shopping through Piedmont Fresh, or purchasing directly from a local farm, consumers may find that fresh, locally grown food is more affordable than they think.
As the growing season continues, consider comparing prices for yourself. You may discover that supporting local farmers doesn't require spending more—it simply requires shopping closer to home.
