Organic or local? What's on consumers' minds when it comes to produce?

Organic or local?
What's on consumers' minds when it comes to produce? 
http://www.eurekalert.org/pub_releases/2009-09/asfh-ool090309.php

"The emerging trend toward healthier, fresher foods that are also gentle on the environment presents new dilemmas for conscientious consumers. Marketers tout the attributes of "organic" food, while the "local foods movement" is gaining popularity throughout the world. The "organic-or-local" debate is particularly interesting when it comes to fruits and vegetables; proponents of each system offer strong evidence to support their cause. Consumers frequent local farmers' markets because they expect higher quality, freshness and taste, and lower prices."