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Part one of this series focused on consumers’ attachment to community and locality, and how that can impact their reactions to products specific to a geography. It was an extension of GBH coverage on the power of locality from early 2019, when we studied work from UC-Davis postdoctoral scholar Jarrett Hart and his paper, “Drink Beer for Science: An Experiment on Consumer Preferences for Local Craft Beer.”
Then and now, it’s worth noting the quantitative aspects of what “local” can mean to a customer, including a premium they put—and would be willing to pay—for your beer. Something that’s already common in food choices. Sign up to read more.
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