This study investigates Western Australia’s consumer attitudes toward and preferences for locally produced food products signified by a state-funded campaign logo, Buy West Eat Best (BWEB). A choice experiment using both a fresh and a processed food product (skinless chicken breast and fruit yogurt) is conducted to assess willingness to pay for a local production attribute and other label claims. We find that consumer awareness and preference for local foods is high. However, this high preference is not because the product is locally produced but because of the local attributes associated with high-quality products. The study highlights the importance of successfully differentiating products through credible labeling schemes in order to capture market premium. © 2017 Taylor & Francis.