Riverford makes clarion call to retailers to back British

Brits are increasingly frustrated with leading supermarkets stocking imported fruit and veg when the same produce is in season on UK farms, according to new research from Riverford.

The veg box supplier noted that the survey comes as leading retailers import vegetables like green beans and asparagus from abroad, despite these seasonal veg being in the peak of their British growing season over summer.

Riverford argued that the approach puts imported fruit and vegetables in direct competition with British crops at their peak, and is often done alongside sourcing from multiple countries at once, giving retailers greater bargaining power with suppliers outside of the UK.

The company noted that retailers typically fly in fine green beans from Kenya, resulting in 257 times the carbon footprint of Riverford’s beans, which are sourced from the New Forest. Mexican asparagus travels over 5,500 miles with a 153 times higher carbon footprint than British asparagus driven from Peterborough.

Prioritise British, say shoppers

The majority of shoppers (61 per cent) polled for Riverford’s survey said these figures feel ‘wrong’, with 72 per cent saying they believe supermarkets should prioritise British farmers over global suppliers.

Almost half of those polled said they felt ‘frustrated’ and ‘angry’ when they see imported fresh produce on supermarket shelves during the height of the British season (47 and 49 per cent respectively).

Riverford’s research revealed that three quarters (72 per cent) of shoppers trust supermarkets to stock British produce when it is in season, with a further 62 per cent feeling the retailers are letting British farmers down by continually importing produce from abroad when it’s available domestically.

While noting that imports play a role in bridging seasonal gaps, Riverford argued that bringing in the same crop during peak British harvest is “unfair to UK farmers, environmentally wasteful and misleading for customers.”

The issue is not just one of food miles or missed economic opportunity, the company said, but is also a “crucial factor in a broader disconnect between large-scale retail and the values of sustainability, food security and consumer trust.”

Luke King, Riverford’s supply chain and technical director, said: “This isn’t about saying ‘no’ to imports as they’re essential when crops are out of season in the UK. However, importing the same product while British farms are at their most abundant undermines our UK growers, increases unnecessary food miles, and denies shoppers the chance to eat fresher, seasonal food. It can also be misleading when the same product is put on the shelf from multiple countries, including the UK.

“The public wants to support British farmers and the easiest time to do that is during our peak British growing seasons and harvest. Supermarkets should make it easy for them and for example, not import green beans from Kenya, when they’re in season here in the UK.”

Playful messaging

Riverford has released a tongue-in-cheek video poking fun at the distance that some vegetables have travelled.

The clip shows dishevelled vegetables, including an apple, potato, onion and a carrot, rolling off a long-haul flight on a private jet into the waiting arms of suited chauffeurs to transport them to supermarket shelves. The clip ends with a key takeaway: ‘Veg tastes better when it hasn’t been on a world tour’.

Zac Goodall, head of sustainability at Riverford, said: “Seven in 10 people say year-round availability of produce in supermarkets has disconnected them from our food seasons here in the UK, according to our research.

“When we eat with the British seasons, we taste food at its best and support the hands that grow it here in the UK.

“We’re asking shoppers to always check the label, and to always choose seasonal British produce when available. Supermarkets should work to prioritise British produce during peak harvests, to benefit not only the planet, but also their customers.”