The use of a state sponsored logo to enhance sales of locally grown or processed foods was examined at the retail level. The impact of socioeconomic variables on thirteen logo attitude statements was evaluated with a probit formulation. The results indicated that a single logo should not be used to identify both fresh and processed foods. Significantly higher proportions of respondents gave positive answers to the fresh produce statements of the logo's effects on purchase decisions and willingness-to-pay slightly higher prices than to those for processed foods.