There are many influences on food purchasing habits that can make the consumer’s genuine intention to support local produce sway. The Buy West Eat Best program is a unique campaign that aims to make the job of buying local food easier.
Buy West Eat Best evolved after a petition to the West Australian newspaper in 2005, which saw more than 50 000 people demand more accurate labelling of where their food comes from. Since its launch in 2008, the Buy West Eat Best logo has helped many overwhelmed grocery shoppers choose local produce, and has provided WA food businesses support to differentiate their products as local.
Consumers good intentions don’t necessarily translate into action, and encouraging local purchasing is not as simple as adding a label. Research in 2010 found that most shoppers would consider a brand they know and trust in the first instance. Many others would look at the items on special, or the ingredients and nutritional elements, and others will specifically look for local. Sometimes a combination of elements may influence the final decision, and then there are many who will switch all preferences for the sale item.
Buy West Eat Best has adopted a collective marketing approach, bringing together funds to jointly promote buying local. Strict criteria determines eligibility of a Buy West Eat Best registered product, based on the notion of not misleading the consumer, while providing a realistic representation of Western Australian food. The criteria ensure integrity of the logo is maintained.