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The importance of local production claims in packaged food is gaining ground since the onset of COVID-19. Consumers are looking for products that are authentic, traditional and domestic – and companies are responding to this in a variety of ways. In Poland, Dobra Kaloria launched a meat substitute burger made from sunflower sprout protein which is locally produced. In Italy, well-known pasta brand Barilla is facing competition from private label players, and responded by changing its supply to 100% local Italian grain.