Trust the Sign ?

Coles, Waterloo.  I think I understand what Coles are trying to achieve with this, but as always the fine print is the killer.  What constitutes 'local' for produce ? I am not sure customers trust their supermarkets enough to think they would be fair in their local fresh produce pricing.  Also, I could understand why a customer in, say, Bourke, far west NSW, would want the same price as in Sydney, which benefits from economies of scale, but do I want to effectively subsidize their transport costs ? Why would local produce be any different then ?  This raises more questions than answers.