British farmers backed by British shoppers
Research released show that shoppers are nearly one and half times more likely to buy British food than they were six years ago, with younger shoppers and families driving this growth.
The IGD-produced stats found that:
• Nearly eight in ten shoppers (78%) would buy British food when available
• 18-24 year olds are twice as likely (69%) to buy British than in 2007 (36%)
• Nearly eight in ten shoppers (78%) believe that British farmers deserve the full support of the British public
• Almost half (45%) say that they want to hear more about farmers
The NFU's recent campaigning on #BuyBritish, part of the larger NFU Farming Delivers message, have proved incredibly popular among the public, especially at the beginning of the year during the horsemeat scandal. Open Farm Sunday showcases how British farmers farm sustainably, to produce sufficient great tasting food while caring for the countryside. All messages which in turn echo the strength of the Farming Delivers campaign.
The research shows that provenance, traceability and knowing where food comes from is paramount among the purchasing public.
Joanne Denney-Finch, chief executive, IGD, said: “Price is always a top factor for shoppers when walking round their local store or shopping online and deciding what to buy. They also want high quality food, but the challenging economic situation over the last few years has forced them to scrutinise every penny they spend.
“The good news for British producers is that interest in food sourced in this country has never been higher – eight out of ten shoppers want to buy it. This is an excellent opportunity for local food producers – who clearly have the public’s support. It is also a chance for food companies to emphasise the quality of their products.”
Chef, Brian Turner CBE is passionate about British food and said: “British food has never tasted better thanks to the wonderful people who produce it. Open Farm Sunday (9 June) celebrates British farming and provides a fantastic opportunity for everyone to find out more about their food, and support their farmers too. It has never been as important as it is now for people to understand where their food comes from and visiting a farm is the best way for you to show your support.”
Caroline Drummond, Chief Executive, LEAF (Linking Environment And Farming), the organisers of Open Farm Sunday, said: “It is great to see that the British public’s support for farmers has never been higher. British farmers have responded substantially to changing consumer requirements over the last ten years delivering quality food, enhancing the environment and building trust and confidence. Open Farm Sunday gives visitors the chance to meet the farmers who are growing our food, find out more, and say thank you too.”
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