Buy Local: Strategies to Build Interest in Local Food

Sep 28, 2026

By Sustainable Solano

From Gen Z buyers to cost-conscious consumers, the messaging and marketing of local food has to subtly shift to address the inherent needs and desires of each buyer.

Sustainable Solano partnered with UC Davis around the research of what drives buyer behavior, and Protective Marketing LLC for messaging strategies to reach specific audiences. The results were shared at a  forum hosted by the Solano Local Food System Alliance in September.

The Solano Local Food System Alliance is dedicated to supporting an environmentally sustainable, economically viable, socially just and equitable local food system in Solano County. The Alliance brings together a variety of stakeholders, organizations and agencies that work within the local food system, from producers to retailers to food access providers. An important part of the Alliance’s work is education. It holds regular educational forums to learn more about topics that intersect with the local food system.

During the most recent forum, Dr. Kristin Kiesel, an Alliance member and the UC Davis lead researcher on this project, presented the findings and marketing plan. Darren Holmes of Protective Marketing LLC reviewed a comprehensive communications strategy that builds on the research. SuSol’s Elena Karoulina reviewed two practical applications of the marketing messages, including a taste test at a local college and a cost comparison.

You can watch the presentation in the video below. All of the resources and materials from the project can be found here.

The True Cost of Local Food

Aug 28, 2026

By Stephanie Oelsligle Jordan, Local Food Program Manager

Comparison with grocery store prices reveals farm boxes are the better bargain

Back in 2018 or 2019 — before the words “Covid” or “broken food chain” entered our vernacular — I wanted to know how my weekly box of organic produce from a local farm compared to purchasing those same items at the grocery store. (To be honest, part of this exercise was to prove my husband wrong, who thought for sure the farm produce was triple the cost of the grocery store.) When I received my box that week, I weighed my local farm items with my digital kitchen scale, trekked to the store, noted prices per pound on the equivalent organic produce, and did the math. The results were not too dramatic, but I had enough data to prove my point: the farm won the contest, coming in about a dollar cheaper than the grocery store.

Now that we’re in 2026, and prices have undoubtedly risen everywhere, I wanted to run this experiment again. For several years, I’ve been subscribing to Community Supported Agriculture (CSA) boxes from two different farms: Terra Firma Farm near Winters, and Eatwell Farm outside of Dixon. Both grow a wide array of organic vegetables and fruit. Because I get what’s growing right now (no picking and choosing), my lunches and dinners have, for the most part, landed squarely into “seasonal” meals.

The process was the same as seven years ago: One August afternoon I got out my digital scale and started weighing produce from my Terra Firma “Medium” box: 1 lb. peaches and nectarines, 2 lbs. 5 oz. heirloom tomatoes, 1 lb. purple grapes, 7 ¾ lbs. personal sized watermelons, 1 ¼ lbs. zucchini, 1 lb. carrots, 9 oz. green beans and 9 oz. gypsy peppers (similar to lunchbox peppers). I also had the opportunity to weigh out my neighbor’s “Large” size Terra Firma box, which had the same as above (except slightly larger quantities of each thing) plus a pound of serpent cucumbers (comparable to an English cucumber). Meanwhile, Eatwell’s box that week had 8 oz. of fresh basil, 1 bunch of swiss chard, 1.6 lbs. of yellow plums, 2 lbs. of nectarines, 2 ½ lbs. of mixed yellow squash and zucchini, a little over 2 lbs. of cucumbers, 2 lbs. gold potatoes, about 1 ¾ lbs. of turnips and 3 heads of garlic.

List in hand, I went to the grocery store, noted prices per pound (or looked them up on their website, if the actual item was not in the store) and plugged it all into a spreadsheet.  Here’s what I found:

FARM CSA BOX COST GROCERY STORE COST
Terra Firma Farm (medium box) $35.50 $42.63
Terra Firma Farm (large box) $46 $63.40
Eatwell Farm (one size box) $32 $57.63

I actually had done this same test a month prior, comparing two different grocery stores with Terra Firma’s box and found similar trends, with one store about 60% more expensive.

This analysis got me thinking about how one could apply several definitions to the “cost” of purchasing local food:

  • the actual dollar value cost
  • the cost of getting what is seasonal and not being able to choose your weekly produce (but I think our bodies probably need what’s growing now!)
  • the convenience (or burden) of driving to the pick up location in my neighborhood each week (although my neighbor and I often share this responsibility)
  • the environmental costs of food miles traveled (or not) and purchasing from farms practicing regenerative (or extractive/industrial) agriculture
  • the cost of time, doing a little research and more cooking at home with produce that may not be as familiar
  • the cost of avoiding cyclospora (sorry, I had to mention it!) because the produce is not caught up in a complex chain of trucking, distributors, warehouses, the grocery store, and (finally) your kitchen

For anyone unfamiliar with how a CSA works, it’s essentially an agreement between you and the farm. You pre-pay a sum (usually around $100-$200, with discounts for higher deposits), and the farm deducts the cost of the box each week as you receive your subscription. When your deposited sum is gone, the farm re-charges your credit card, pulls from Venmo, etc. On the designated day, you pick up your subscription from a centrally located site, take it home and get cooking. This structure helps the farmer, who often has upfront costs like seeds, compost, machinery repair, etc., before the harvest takes place. In exchange, you receive super fresh produce, often picked 24-48 hours before it lands at your local CSA pick-up site.

I understand that subscribing to a CSA box is not for everyone, but if you’re even moderately familiar with seasonal cooking and eating, this might be a great option for healthy eating while supporting the local economy and environment, and saving on your grocery bill. To get you started, check out our library of seasonal recipes and cooking videos!

Making it Meaningful: Marketing Local Food to Gen Z

Aug 28, 2026

By Manpreet Singh, Public Education Coordinator Fellow

Interested in learning more about marketing local food? Join the Solano Local Food System Alliance’s online forum from 4-5:30 pm Sept. 17 to hear what the research says and learn marketing approaches.

Register here

A shining sun, clear blue sky, and a busy quad. Around a table, Solano Community College students sampled peaches from a local farm and a grocery store, voted on which they liked better, and answered questions to help us understand their perspective on local food in Solano County. Additionally, they had the opportunity to learn about local food in Solano County and provide feedback to help raise awareness of products that are locally sourced.

When taste testing the peaches, students identified a significant difference in taste between the peach from the local farmer and the grocery store. There was an overwhelming preference for the peach from the local farm with students believing it tasted much “juicier” and “richer”, was “softer” and “sweeter”, and they could “taste the love”. This event provided meaningful insight into what attracts these students and other members of Gen Z to local food.

SuSol Local Food Program Manager Stephanie Oelsligle Jordan cut fresh samples of farm and store-bought peaches on demand for SCC students to taste test

Solano County is rooted in agriculture with over 700 farms growing produce such as almonds, walnuts, and tomatoes. Many of these farms produce large quantities of these products for national and international markets, with little remaining in the county. Solano is also home to a number of smaller family-run farms that are trying to serve the local market, as well as farms in the broader region that can offer fresh, seasonal products to local buyers. Past research has shown an established need to build awareness of the importance of locally grown food and the local food system to build the demand needed to support those farms and shift from an unsustainable system to one that is better for the environment and people’s health.

Gen Z — individuals born between 1997 to 2012 — is joining the active global workforce and wield significant purchasing power that can  shape global food systems and future food markets. This generation has grown up experiencing the extreme impacts of climate change and is the first digital generation — getting their information primarily from social media and online news outlets. Solano County has a growing Gen Z population that can play a significant role in growing our local food system and strengthen our communities.

Gen Z values sustainability, quality, and transparency and are one of the key groups that are on the frontline of advancing climate action and demand for sustainable practices. Through the power of social media, they have been exposed to videos about chemicals and additives added to their food and harmful practices in the supply chain from unsustainable agriculture practices to animal and human rights abuses. This has shaped desire and demand for more environmentally friendly sourced food, product integrity, and transparency about where food is coming from and what is in it. With Gen Z, there is a shift towards a moralized market. It’s not only about economic exchange, it is relational and ideological exchange around how food is produced in a way that aligns with their personal values.

Promoting locally grown food is a critical opportunity to shape the future of the food system and advance environmental, social, and economic sustainability benefits. This includes:

  • Reduced food miles: fewer emissions are released as vehicles travel shorter distances.
  • Health and taste: locally grown crops are often picked at peak ripeness, which means more nutritional value and taste is retained as nutrients and flavor are not lost during long distance transport.
  • Less risk of contamination: fewer steps between the farm and consumers and more transparency on where the crops are sourced from and practices used to grow them
  • Local economy: creates jobs and keeps money in the local community
  • Resilient food supply: communities are more resilient to challenges in the global food supply and price fluctuations.
  • Environment and biodiversity: smaller farms often use regenerative, organic, or sustainable practices that are beneficial to soil quality, open spaces in the community, and protect biodiversity of our region.
  • Community: Trust and community bonds strengthen by connecting consumers directly to the individuals who grow their food

Opportunities exist to engage Gen Z in boosting local food systems that build long-term community health, support regional economies, create a sense of community and belonging, and ensure sustainable food systems — especially in the face of growing threats to our food supply. According to a 2025 survey, 72% of Gen Z consumers reported feeling strongly about buying locally grown produce when available, but only 45% reported actually buying more local produce. This highlights that there is already interest, but accessibility may be an issue.The interest for local produce was echoed with Solano Community College students indicating overwhelming interest in advocating for the local farmers’ peaches to be served in their cafeteria and an interest in traveling to the local farm to purchase these fruits.

Local food messaging is a critical method that connects consumers to products. For Gen Z, local food messaging needs  to connect with their values. At Solano Community College, we tested 4 local food marketing messages:

  • If you try it, you’ll buy it!
  • Taste the difference!
  • One bite changes everything!
  • Taste local! Love local! 

Of these 4 messages, the one that resonated the most with students was “Taste local! Love local!”. When asked why, students emphasized the inclusion of the word “local” because it resonated with their desires and values to support their local community.

Messaging helps promote locally sourced food by communicating the product’s value and building consumer interest. Based on insights from the Solano Community College taste test, messaging should not only emphasize the environmental, economic, and health benefits of purchasing locally sourced food but also reflect the local and community aspect. Emphasizing that product came from the local community, along with all the benefits, ensures that the product resonates with their values while helping Gen Z consumers understand the benefits of their actions when they purchase locally sourced food.

A critical method to reach Gen Z is through using social media. This group is the first digital generation, as they have been deeply shaped by the rise and constant presence of online digital connections and utilize social media for access to information, the newest trends, and connections. Social media plays a significant role in shaping their consumer behavior by exposing them to the newest trends via influencers and videos about what is happening in different areas. 

Another method to reach Gen Z is to build and strengthen those community connections. This means being a constant presence at locations such as farmers markets or community events. Local farmers can hear from Gen Z what they want and build trust and community connections that can have a far reaching impact on the local food system. 

Food has the power to bring the people together, and in a region like Solano County where community is emphasized, supporting locally grown food can make us stronger. 

You know what they say: “Taste local! Love local!

Buying Local: Community Preferences for Local Food

Apr 29, 2026

By Sustainable Solano

What does “organic” mean to you? How about “local”? How should farmers and other food producers communicate the direct benefits of local food to communities?

These labels and their interpretation have been part of ongoing research around consumer habits when it comes to food purchases, and most recently are part of a study by UC Davis in partnership with Sustainable Solano here in Solano County. This study’s preliminary findings for Solano residents and consumer behavior in general around local food were part of a recent presentation and forum hosted by the Solano Local Food System Alliance.

The Solano Local Food System Alliance is dedicated to supporting an environmentally sustainable, economically viable, socially just and equitable local food system in Solano County. The Alliance brings together a variety of stakeholders, organizations and agencies that work within the local food system, from producers to retailers to food access providers. An important part of the Alliance’s work is education. It holds regular educational forums to learn more about topics that intersect with the local food system.

On April 9, the topic was about what leads consumers to make purchasing decisions around local food. For example, information alone won’t make a difference in buying habits, but experiencing freshness does. So increasing access and opportunities to experience local food can lead to increased purchases.

Alliance member and UC Davis professor Kristin Kiesel and PhD student Hyunjung Lee presented findings from surveys and a retail experiment that show what affects consumer preferences and purchasing decisions in the county. Sustainable Solano will use the research to shape marketing and messaging strategies that can increase community awareness about local food, farmers and food producers.

You can watch the presentation and discussion in the video below. Those interested can fill out this form to request the complete data analysis from the research when it is available.

You can view the slides from the presentation here. Due to some technical issues the slides in the video may be difficult to view. It may be easier for some viewers to open the slides separately while listening to the video presentation.