The concept of locally produced food is nowadays widely known and used by both companies and private individuals. The term locally produced food has never been assigned an official definition, and therefore the opinions about it are separated. Many believe that locally produced goods are produced in their neighborhoods, others that it applies to all production within national boundaries, and another group believes that it depends on what product it is. This papers purpose is that through interviews with actors in the value chain of groceries, examine how they perceive the innovations that is locally produced food, how it is different for each operator and simply see what local produced means for their organization. We believe that locally produced food has emerged as an innovation, which means a new idea created by humans and its entry into the society. Along the model of this process, we analyzed how respondents were affected by the process and its first three steps, knowledge, persuasion and decision. Mainly drawn parallels to organic farming as more or less the contrast of the term locally produced food, and this opens up for discussion concerning the future of locally produced food. We have also found that respondents, both privately and in their professional lives, are affected by various communication channels that may have been the basis for the knowledge that later contributed to their decision about what the term locally produced food really means.