From Purdue Extension's Rebuilding Your Local Food System Asset Map Roles:

Consumers of local food are just that.  Anyone who buys, eats, and supports the local food system.  Because local food is not so readily available in most communities, consumers have to make a special effort to choose local, which is why many of them have reasons for buying local food (i.e. lower environmnetal impact, supoorting our local farmers, cooking fresh food, knowing how food is grown, etc.).  Often these views are shared by others in the community, making them community issues from which to launch collaborated efforts for rebuilding the local food system.