Over a third of British shoppers say they have thought more about the origin of produce since the Brexit vote, new research has revealed.
Commissioned by the British Tomato Growers’ Association (BTGA), the study also found that there is a disconnect between shoppers wanting to buy British produce, and actually doing so.
Over half (57.5 per cent) said they prefer to buy British, but 61 per cent didn’t remember if they had done so in their last shop.
The research polled the purchasing habits of over 2,000 shoppers and was released to mark the start of British Tomato Week, taking place from 22-28 May.
The BGTA called on shoppers to support local producers where possible, as half of those polled said they consider tomatoes an essential part of their weekly shop.
“Events such as the Brexit vote and the recent bad weather in Spain have made fruit and veg supplies and imported produce a hot topic in 2017, so we hope this means that more people will start making the conscious choice to buy British produce over foreign-grown counterparts,” said the BGTA’s Adrian Williams.
When asked why people preferred to buy British, almost half (47.4 per cent) said it was because it supports local business; a third said British produce was ‘fresher’; and a fifth said it was because British produce tastes better.
“When it comes to imported tomatoes, there is a real difference in the quality of our local produce compared to those that have racked up transit miles,” Williams continued. “British tomatoes can go from picked to plate in less than 24 hours – our produce more than meets Brits’ demand for the freshness and taste.”