Eight in 10 Brits are on mission to buy more British fruit and veg, research shows
Eight out of 10 shoppers are on a mission to fill their baskets with more homegrown fruit and veg, research reveals. A poll of 2,000 adults found Brits are in agreement that supermarkets should do more to prioritise British produce and said it is important to include homegrown vegetables and salad in their weekly shop.
Two-thirds of shoppers are keen to bolster support for British farmers, while nearly half recognise this as a step towards reducing the UK's reliance on imports. Two thirds want to be more knowledgeable about where their food shop is coming from, as currently only six percent can know where their food is grown.
The research was commissioned by vertical farming company GrowUpFarms, and its brand Unbeleafable. Vertical farming is the practice of growing crops in vertically and horizontally stacked layers.
GrowUpFarms offers salad leaves grown in the UK without pesticides, year-round, in climate-controlled conditions.
Will Howard, UK MD and CCO of the vertical farming enterprise, commented: "It's really encouraging to see so many people looking for homegrown produce."
He added: "There's real power in choosing local – it means fewer food miles, fresher taste, and more support for British farmers. But there is still a lot more to be done.
"Food insecurity remains a major challenge in the UK. In 2024, only half of the salad leaves eaten in the UK were grown here.
"We're here to change the world by growing better, showing that people can back British produce – all while enjoying food which tastes amazing."
Overall, three-quarters would be willing to spend more on British-grown vegetables over imported.
Moreover, two-thirds of the population are keen to back British agriculture, even if it means digging deeper into their pockets.
The poll reveals that consumers are prepared to shell out an additional £32 monthly on their groceries by choosing locally sourced fruits and vegetables.
Furthermore, the survey, carried out through OnePoll, indicates that over two-thirds are willing to pay a premium for salad leaves cultivated in the UK.
Will Howard of GrowUp Farms, whose Unbeleafable products grace the shelves of Tesco, Sainsbury's, Morrisons, Co-op, and Ocado, said: "We know shoppers want to integrate delicious, vibrant, and healthy food into their everyday meals, so we listened."
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