Food today isn’t just about flavor — it’s about connection. More than ever, people want to know the story behind what’s on their plate: who grew it, where it came from and how it supports the world around them. At the same time, they’re seeking brands that feel less like corporations and more like neighbors — authentic, transparent and rooted in community. When local sourcing meets genuine storytelling, it creates powerful opportunities for food brands to strengthen trust, stand apart and build lasting relationships with consumers.
Macro Food Trend: Local & Hyperlocal Sourcing
As consumers become more focused on supporting local economies, there’s a growing movement toward sourcing ingredients and products from local farms, producers and artisans. People want to feel connected to their food and know where it comes from. This trend is about bringing community-based food practices into the mainstream, from farmers’ markets to hyperlocal food delivery services.
Sixty-two percent of consumers make a conscious effort to buy locally grown or regional produce, and over a fifth eat locally grown foods twice a week.1
Macro Marketing Trend: Community Building & Authenticity
Consumers are increasingly gravitating toward brands that foster a sense of belonging and community. Transparency, storytelling and local connections are all key to building trust. Brands that focus on real, authentic relationships with their customers and champion their local roots tend to resonate more strongly, as consumers are looking for brands that feel “real” and grounded.
Noël Paasch, YouTube’s global head of creative strategy, highlighted a powerful example of AI’s ability to localize marketing content at scale in her presentation at January’s Most Contagious event in New York City. She cited a Google Pixel 8a campaign that used the power of AI to scale ad creative with more localized content across YouTube, Discover and Gmail.
Google AI technology could be applied to amplify and geotarget messaging about local sourcing and sustainable eating. Seventy-nine percent of consumers plan to eat more sustainably in the next year — and that includes the 33% who don’t eat sustainable foods but plan to start.2
As a linchpin of sustainable food production and consumption, local sourcing is also part of a larger picture — the critical role of Environmental, Social and Governance values which align with consumer expectations.
Intersection Insight: Community-Driven Food Brands Will Thrive
Consumers don’t just want products — they want to support brands that are part of their local community and reflect their values. Brands that authentically embrace local sourcing, showcase the faces behind the food and invest in community initiatives will stand out.
“Gen Zers prioritize locally sourced food because they like to know where their food is coming from and value farm-to-table sustainability,” said Nicole Bland, digital strategist at The Food Group. “Farm-to-table brand positioning aligns with their values.” Marketing should emphasize the connections between food, local culture and consumer values, creating a deeper emotional resonance that builds loyalty and long-term trust, especially with younger market segments.
1 Karst, Tom. “Buying Local Has Broad Appeal, Fresh Trends Survey Reveals.” The Packer, updated July 10, 2023
2 Datassential, Sustainable Dining, March 2025
3 Google Cloud, “New research shows consumers more interested in brands’ values than ever,” April 27, 2022