Policymakers and value chain members often use a one-size-fits-all strategy to increase local food consumption. Our results indicate this approach may not be effective; local food buyers and nonbuyers have differing barriers to purchasing more or accessing local food. We examine the effect of demographics, health indicators, shopping location, and zip code on those barriers. Prices and availability are barriers for both buyers and nonbuyers. Consumers with higher healthy diet scores are more likely to think about local food availability. Providing specific products is a more viable strategy than creating additional purchasing venues. These results are important, as governments seek to increase local food purchases and enhance local agriculture.