In Sheffield, the word ‘local’ is often used with little thought on food menus, packaging, and marketing materials. It’s a term that brings to mind community, environmental responsibility, and support for nearby farmers and producers. However, the overuse of ‘local’ in Sheffield’s food scene has become misleading, with businesses frequently stretching the term to the point where it loses its meaning. This issue is not just about language; it’s about transparency, environmental impact, and the need for greater support for genuinely local producers.
The problem in Sheffield is the lack of a clear standard for “local” food, unlike Derbyshire County Council, which has a defined guideline. The definition of “local food” includes sales within the supplying establishment’s county or neighbouring counties or within 30 miles from the boundary. This absence of a standard leads to potential misleading claims and vague marketing.
While certainly not the only place, it’s a good example. Sheffield City Hall claims to source produce locally, but their ice cream comes from as far away as Cornwall and Buckingham, creating a significant carbon footprint. This contradicts the image of being locally sourced and sustainable. The journey of ice cream from Cornwall to Sheffield, a 700-mile round trip, generates a significant carbon footprint—hardly the sustainable, locally sourced image that is being promoted.
One of the genuinely local producers in Sheffield is Our Cow Molly, a family-run dairy farm within the city limits. As the only Sheffield-based dairy, their milk is truly local, yet their struggle to compete with larger, non-local suppliers highlights the challenges facing small businesses in the area.
Eddie Andrew of Our Cow Molly has pointed out that while the Council and Business Sheffield publicly support local initiatives, they often fail to take meaningful action to connect local food producers with new food outlets in the city. Despite promises to help local businesses scale up and expand, Andrew has seen little tangible support, particularly when it comes to securing new customers in Sheffield’s growing food scene.
One significant success story, however, is Our Cow Molly’s partnership with the University of Sheffield. The University’s commitment to sourcing local products led to a substantial order for Our Cow Molly’s milk, which in turn allowed the dairy to secure a loan to expand their operations. This expansion enabled the dairy to meet the University’s demand, created jobs and supported other local businesses involved in the supply chain, from bottle makers to label printers. This example highlights the importance of big institutions like universities, hospitals, and councils in supporting local businesses—a support that has a ripple effect throughout the community.
The environmental cost of mislabelling distant products as ‘local’ cannot be overstated. Transporting food across hundreds of miles burns fossil fuels and contributes to pollution—exactly the opposite of the environmental benefits associated with genuinely local food sourcing. Consumers who believe they are making eco-friendly choices by purchasing ‘local’ products from Sheffield establishments may actually be contributing to a much larger carbon footprint than they realise.
Moreover, the economic impact on truly local producers is significant. When businesses falsely label distant products as ‘local,’ they undermine the competitive edge that local producers like Our Cow Molly should have. Instead of supporting the local economy, these practices direct money away from Sheffield and into the pockets of larger, non-local suppliers.
It’s clear that Sheffield needs to follow Derbyshire’s example and establish a concrete definition of what constitutes ‘local’ food. This definition should be adopted by all businesses and enforced by the city council to prevent misleading claims and ensure that consumers can make informed choices.
In addition to defining ‘local,’ there needs to be a stronger push for accountability among Sheffield’s food establishments, particularly those that are publicly funded or serve as iconic representations of the city. Institutions like Sheffield City Hall, Cutler’s Hall, The Silver Plater, and the newly created Cambridge Street Collective should be held to a higher standard. Transparency in sourcing practices should be a requirement, not a choice.
The Sheffield community needs the council and local business organisations to connect local producers with food outlets more proactively. Convening regular meetings and creating a collaborative environment between producers and food businesses can bridge this gap and stimulate the local food economy. ShefFood already organises Good Food Economy meetings, bringing together local producers, retailers, the hospitality industry, the city council, and researchers to create a thriving food economy for Sheffield. But, they need more to join in these important talks.
Consumers also have a role to play. By asking questions about where their food comes from and choosing to support businesses that prioritise genuine local sourcing, Sheffield residents can help drive change from the ground up.
As Sheffield grows, ensuring the city’s food scene supports local producers and lives up to marketing claims is crucial. A clear definition of “local” is essential, backed by accountability and proactive support for local businesses.
At this point, the word ‘local’ seems outdated. Perhaps ‘Sheffield food’ and ‘Sheffield-made’ are more precise terms. They highlight the environmental and economic advantages of supporting food producers in Sheffield. It’s time for Sheffield to take a stand and guarantee that when a product is labelled as ‘local,’ it truly is just that.
If you’re a retailer, eatery or local producer who wants to see Sheffield food back on the menu, join ShefFood’s Good Food Economy working group today: Visit sheffood.org.uk/good-food-economy/ to find out when the next meeting is.
