Community-Based Social Marketing is presented as a technique to add to Extension's community economic development toolbox by examining perceived benefits and barriers to local food procurement at publicly funded institutions. Data were gathered through 86 in-person interviews with representatives across the supply chain. The findings revealed that supporting the local economy and freshness were two benefits common across the supply chain. Distribution, supply, price, and habit were common barriers. Benefit-barrier analysis can aid Extension professionals in providing context, teaching business skills, recognizing opportunities, shaping institutional structures, accessing markets, and informing the development of Communities of Practice.