'Local' should cover the whole chain

Name and address supplied Sir; The Advertising Standards Authority's verdict that Tesco's adverts for Localchoice milk were not misleading ignores the evidence on consumers' understanding of the term ('ASA rejects complaints about Localchoice ads', The Grocer, 27 October, p52). There is clear evidence that consumers believe that if food is marketed as 'local' or as coming from a particular area or region, then the entire food chain should be contained within the identified area. Tesco admits Localchoice milk may be transported to other regions for processing, returning to its 'home' region for sale.