Advanis recently completed a research engagement with B.C. Stats and the B.C. government, investigating shoppers’ needs and perceptions as it relates to local food purchasing. A key goal of this research was to identify unique market segments, based on shopping attitudes and behaviour, and how these segments could best be engaged to purchase B.C. local food in the future. 10 unique segments were identified and fully profiled. Opportunities for improved product communications and marketing were identified.