New research from IGD into shoppers' attitudes towards locally produced foods reveals consumers are keen to buy foods from regional suppliers, but unwilling to pay extra. Shoppers were asked what they understood by the term local food, what they expected to pay for it and how likely they were to buy it. Results revealed significant interest but a general refusal to compromise on quality, appearance or price. IGD consumer insight manager Anna Dawson said the research suggested retailers would benefit from merchandising locally produced products separately to encourage consumers to actively seek them out. She added that the success of the concept would increase as it became easier for consumers to access these foods and stray less from their standard offer in terms of product qualities. {{NEWS }}