As someone who has floundered in this space, some advice: local matters to shoppers less than they will tell you to your face. To consumers, Haddock from Icela

As someone who has floundered in this space, some advice: local matters to shoppers less than they will tell you to your face. To consumers, Haddock from Iceland they buy at their local grocery store is local. You cannot disabuse them of this notion while simultaneously taking their money.