Recent years witnessed an increase in academic, policy and consumer interest in local foods. Yet, overwhelmingly positive attitudes toward local foods are often not translated into purchases. This chapter reviews the literature regarding the conceptualization of local food as well as consumer motivations, and barriers, to purchase local food products, drawing largely on evidence from Europe and North America. This is complemented with a case study of cooperative food labelling in southern Hungary, which illustrates the market opportunities and frequently encountered obstacles faced by local food initiatives. The chapter identifies, as a critical impediment, a lack of practitioner and scholarly consensus regarding what constitutes a local food, with consequent disagreement regarding the socio-economic and environmental outcomes of local food systems. In turn, consumers often struggle to comprehend the benefits of local foods, hindering informed decision making. The chapter concludes with an agenda for future research.