Abstract
Using data from a choice based conjoint survey of grocery stores and restaurants in the Northwest we examine methods of advertising local foods, problems with procuring local foods, and estimate willingness to pay for local tomatoes. Common methods for advertising foods as local were state, county and company name for grocery stores and restaurants. Frequent problems grocery stores and restaurants had procuring local foods were high wholesale prices, insufficient supply and inconsistent quality of products. Using a base whole price of $0.99 per pound of tomatoes we find that grocery stores on average were willing to pay $0.77 more per pound for local tomatoes compared to conventional tomatoes. Restaurant on average were willing to pay $0.20 more per pound for local tomatoes compared to conventional tomatoes.