During the farm crisis of the 1980s we began to better understand the inherent faults of an industrialized food system. Despite large gains in productivity, efficiency, and economies of size, thousands of farms were in foreclosure. Many farmers were overly extended in debt. Others were in trouble because of a combination of factors such as drought, low crop prices, high input prices, and the lack of competition in the marketplace. The end result was the loss of thousands of farmers and a subsequent decline in many rural communities.

At the same time, a new vision of an enduring agriculture emerged. It was called sustainable agriculture. This new paradigm became attractive because it focused on solutions to the problems of the day. Sustainable agriculture offered hope to farmers that were willing to differentiate their product and add value to it, deal with ecological costs by using sustainable best management practices, and work to create equity in food system employment. Forming new links with consumers is enabling farmers to set their prices, and consumers are willing to pay to know more about their food.

Consumers appear increasingly interested in how to engage in consumptive practices that lead to a more sustainable food and agricultural system. In this paper, we examine two possible consumptive pathways for achieving sustainability: the purchase of organic foods and/or the purchase of local foods. While there is some debate regarding the integrity and sustainability of organic versus locally produced foods, there is limited information examining the similarities or differences among consumers variably interested in one or the other attribute. Using data from a statewide survey of Ohio, USA, respondents and members of a food cooperative and an environmental and social responsibility organization, a typology is proposed and comparisons are made among different types of local and organic food consumers regarding their attitudes about food, agriculture and the environment. While a large proportion of the survey respondents expressed little or only modest interest in either local or organic foods, distinct groups of respondents interested in primarily the local attribute, primarily the organic attribute, and both attributes are identified. The results reveal similarities and differences across types with the profiles of each type of consumer contributing to a more nuanced view of supporters of these foods that can assist in production decisions, as well as purchasing and marketing decisions among retailers.