When people shop at the supermarket, most consumers do not know where their products come from. This affects how they enjoy foods from Spain and many places around the world. After the pandemic, shopping habits shifted and many started paying closer attention to what they eat and where it comes from, aiming for a healthier diet and more sustainable choices.
Almost 59% of people already check the origin of food. A study by the CEU University of Food and Society Research Institute, in collaboration with the Mapfre Foundation, shows local products are preferred when buying.
Milestone zero refers to foods consumed within a short distance of their production. This keeps the journey from farm to table as brief as possible, which benefits both health and the climate. Positive effects come from fewer pesticides and more natural growing methods. Shorter transportation also means less pollution because products reach nearby consumers with fewer miles on the clock.
Milestone zero or local foods are consumed within a short distance of their production.
To be considered local and environmentally friendly, a food must meet several conditions. It’s not enough to be produced in a given region, says Javier Guzmán, director of Justicia Alimentaria. “Knowing what is produced, who makes it, and for whom it is made matters.” [citation: Justicia Alimentaria]
From this perspective, foods should be produced within roughly 150 to 250 kilometers of where they are consumed. For a product to be truly local, it should be part of the country’s own diet, which in Spain aligns with the Mediterranean pattern and seasonal availability. It’s also important to steer clear of large greenhouse operations whose main aim is export. [citation: Justicia Alimentaria]
Another key focus is that these foods should primarily serve local customers. When it comes to oils, Spain has long relied on exports, though local demand remains strong in certain regions. [citation: Food Justice]
In large supermarket chains, a wide variety of products appears. Only organic items often stand out through official labeling, and consumption of organic foods has risen in Spain. Ecovalia’s 2023 report notes Spaniards spent about 60 euros per person on organic products in 2022.
Not all organic products are local
Guzmán notes that many organic foods carry European certifications and avoid chemical pesticides. They may seem eco-friendly at first glance, but organic does not always mean local, which can confuse shoppers. [citation: Food Justice]
Organic foods can be produced without many pesticides yet still be exported to Germany, the United States, or China, resulting in a sizable CO2 footprint and high water use. Labeled organic does not automatically guarantee a close origin. [citation: Ministry of Agriculture]
For a product to be labeled organic, the only guarantee is that synthetic chemicals were not used. This can pose challenges for shoppers seeking local produce since labels often lack origin details. Guzmán suggests buying at neighborhood grocery stores or consumer cooperatives where origin and production methods can be assessed. That is how locals typically verify provenance.
Lack of information on labels regarding local product
Lack of label precision stems from limited regulation on geographical origin. Only organic labels come with formal standardization, Guzmán explains. [citation: Ministry of Agriculture]
Spain faces gaps in local origin rules. Catalonia has a 2013 guide on how to conduct local sales, but it mainly covers selling practices rather than the product itself. Smart tagging could help buyers know not only if a product is local, but also its environmental impact. [citation: Generalitat]
Large multinational companies often advertise local products when they are not.
More and more big firms push local branding, yet the reality may differ. This prompts calls for public action and a formed food policy, possibly including financial measures. A few decades ago most foods were local; today a global system moves goods across borders, often with climate and energy costs that don’t align with local needs. [citation: Justicia Alimentaria]
Export-driven marketing and a shift away from local foods contribute to the climate crisis, with pollution rising from extended logistics. [citation: Shutterstock]
More markets and fewer supermarkets
To buy local produce, many people turn to local markets. One stall owner in Madrid notes that seasonal and regional green beans are noticeably better in taste. Younger shoppers increasingly ask about seasonality and locality, though budget and time still influence decisions. [citation: Local Market Report]
Other shoppers prefer markets for a sense of community and quality. A young consumer explains that buying locally is good for farmers, health, and the environment, while an elder shopper values proximity and lifelong habits. Some buyers also find reassurance that the products are fresh and well cared for. The produce often comes from nearby farms, grown without chemicals, honoring the season. [citation: Local Market Report]
As markets grow and grocery chains expand, the practice of supporting local farming remains vital for regional economies and ecological balance.