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The No. 2 official at the Agriculture Department recently got a real-life lesson in the loose definition of the trendiest word in groceries: “local.”

Walking into her neighborhood grocery store in Washington, Kathleen Merrigan saw a beautiful display of plump strawberries and a sign that said they were local produce. But the package itself said they were grown in California, well over 2,000 miles away.

The popularity of locally grown food – which many assume means the food is fresher, made with fewer chemicals and grown by smaller, less corporate farms – has led to an explosion in the use of the word “local” in food marketing. It’s the latest big thing after the surge in food marketed as “organic,” another subject of continuing labeling controversy.

But what does local mean? Lacking common agreement, sellers capitalizing on the trend occasionally try to fudge the largely unregulated term. Some grocery stores may define local as within a large group of states, while consumers might think it means right in their hometown.

“It’s a sales gimmick,” says Allen Swann, a Maryland farmer who became frustrated when he realized a nearby grocery chain was selling peaches and corn from New York and New Jersey as local produce. “They are using the word local because of the economic advantage of using the word local.”