What does “drink local” mean?

The French are famously patriotic about their own wines. Robert Joseph says it’s because they don’t realise how much foreign wine they’re drinking. 

Photo by Reuben Mcfeeters on Unsplash
Photo by Reuben Mcfeeters on Unsplash

An oft-repeated mantra is that, when it comes to food, today’s consumer wants to ‘buy local’. This may be true of a growing section of the community, and it certainly reflects what researchers are told when they raise the question.

But official statistics suggest that many people behave otherwise, regardless of what they say on surveys — especially when buying local means making the effort to read the small print on a label.

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