Half of Brits unaware these 10 on a regular basis greens will be grown on British soil

Analysis reveals UK consumers wrongly consider many on a regular basis greens are solely imported.

Harriet Cowan paying for her groceries at the till

Many Brits suppose on a regular basis greens can solely be imported (Picture: PinPep)

Half of Brits are unaware that on a regular basis greens akin to courgettes, cucumbers and aubergines will be grown on British soil. A ballot of two,000 adults discovered that different staple substances — together with peppers, candy potatoes and runner beans — are additionally typically assumed to be grown solely abroad. Blueberries and cherries have been among the many fruits generally believed to at all times be imported.

Solely 27% actively think about whether or not the fruit and greens they purchase are UK-grown when purchasing, regardless of eight in ten adults saying supporting British or native farmers is vital to them.

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The examine was commissioned by Aldi, which has teamed up with farmer and TV character Harriet Cowan to have fun the advantages of shopping for British-grown fruit and veg whereas championing the farmers behind it.

Harriet chosen a collection of seasonal recipes utilizing British-grown produce to highlight the fruit and greens from the UK.

“I’m obsessed with highlighting the sensible work British farmers do to deliver high-quality meals to our tables,” Harriet stated. “I’ve cherished teaming up with Aldi to be taught extra concerning the fruit and veg we develop right here within the UK and to shine a light-weight on what’s in season.

“Once you select British produce, you’re supporting farmers who work in all weathers and are carefully linked to the land and the seasons. That basically issues.”

Almost seven in ten (68%) agree fruit and greens style higher when eaten in season, with strawberries cited as a primary instance. Nonetheless, 43% stated they aren’t assured figuring out what produce is in season at totally different occasions of the 12 months. Because of this, many mealtimes have fallen into a well-recognized rhythm, with folks cooking the identical dishes year-round.

Gen Z look like probably the most in tune with seasonal consuming, feeling extra assured about which meals are in season in comparison with older generations.

Harriet Cowan holds a basket of vegetables while talking to a shop worker

Consuming fruit and veg in season is usually a key strategy to assist native farmers (Picture: PinPep)

Julie Ashfield, chief business officer for Aldi, which is committing greater than £5 billion to long-term agreements with British suppliers and aiming to supply 50 per cent of its home produce by way of these by the tip of 2027, added: “With a lot meals accessible year-round in the present day, it’s comprehensible that many individuals attain for a similar staples and assume sure fruit and veg should be imported.

“However loads of these on a regular basis substances will be grown right here within the UK.

“We all know consumers care about backing British farmers, and purchasing extra seasonally will be a straightforward strategy to deliver extra selection to mealtimes whereas supporting British growers.

“That’s why it’s so vital to proceed investing in British suppliers and making seasonal produce extra seen and accessible for purchasers”

When deciding what to purchase, price stays the largest driver, alongside grocery store offers. Behavior additionally performs a significant position in consumers’ selections, with half (50%) saying they solely sometimes purchase the meals they commonly eat, based on the OnePoll.com figures.