Food retail­ers are hop­ing to increase their sales vol­ume of local­ly sourced goods. This strat­e­gy can improve cus­tomer loy­al­ty as the stores tap into the grow­ing desire to ‘eat local’. How­ev­er, mar­keters will need to care­ful­ly craft their mes­sages to gain cred­itabil­i­ty with shop­pers.