Food labels such as “local,” “organic,” and “Non-GMO” have been proliferating across various food product packages in the United States.  Many food products with these labels carry price premiums.  The aim of this study is to determine if college students find value in these labels. Several food categories were analyzed: fresh meat, produce, dairy/eggs, and processed foods. A survey was employed to determine how important students believe these are, how much healthier food is perceived to be if it carries these labels, and how much of a price premium they are willing pay. Results indicate that these labels do increase perceived value, increase perceived healthiness, and create a willingness to pay a price premium, but do so at different rates based upon the type of food product.