Supermarkets are beginning to catch on that stocking corn and tomatoes grown nearby are a big sell with customers. Some independently owned, small-to-medium-size chains have been selling extensive lines of local seasonal fruits and vegetables for years, lines they are now expanding. Some US supermarket chains are allowing farmers’ markets to take over part of their parking lots on certain days; others have put a farmers’ market right inside the store.

“The whole commercial value of local is just now being appreciated by retail,” said Bill Bishop, chairman of Willard Bishop, retail marketing consultants Illinois (US). Although Wal-Mart announced in July that it planed to spend US$400 million this year on locally grown produce, but for other large supermarket chains, where for decades produce has meant truckloads transported primarily from the West Coast, it’s not always easy to switch to the farmer down the road.

One upside to sourcing locally is the savings on transportation costs. Growers like Dole and Nunes have contracted with farmers in the East to grow products like broccoli and leafy greens that they used to ship from the West Coast. In some instances the cost of freight is more than the cost of the products.

Still, extra effort is required on the part of the retailer to source locally. The chains have to change their purchasing practices to make room for seasonal local produce instead of being locked into a year-round contract with one source in order to insure the lowest prices.