Consumer selectivity when buying food, due to concerns for food safety, personal health, and environment sustainability, has led
to the growing popularity for “organic” and “local” product labels. Little research has examined consumer preferences and tradeoffs
between organic and local when both choices are available. This paper investigates the structure of consumers’ preferences for three
separate food groups and measures the relative importance of local versus organic in the context of other desired category-specific
product attributes. For all three product groups, local was more important that organic, but other category-specific attributes were
more important in a purchase decision.