18-07-2025
Eight in 10 Brits on a mission to get healthy by adding fruit and veg to their weekly shop, research reveals
EIGHT in 10 Brits are on a mission to buy British fruit and veg, according to research.
A poll of 2,000 adults found 79 per cent agree supermarkets should do more to prioritise British produce.
3
3
The same percentage of Brits added it is important to include homegrown vegetables and salad in their weekly shop.
Of these, 67 per cent said they want to support British farmers, and 47 per cent recognise it reduces the UK's reliance on imports.
However, when looking at their shopping basket, just six per cent know where their produce was grown - despite 63 per cent wanting to be more knowledgeable about the origins of their produce.
The research was commissioned by GrowUp Farms and its brand Unbeleafable, which offers salad leaves grown without pesticides, year-round, in climate-controlled conditions grown in the UK.
Will Howard, UK MD and CCO from the vertical farming company, said: 'It's really encouraging to see so many people looking for homegrown produce.
'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.'
The research went on to reveal 62 per cent are eager to support British farming even if ends up costing them a little more.
What is kefir? The fermented milk drink that could improve your energy, skin and even Alzheimer's
Respondents estimate they willingly spend as much as £32 a month more on their shopping as a result of opting to buy locally grown fruit or veg.
Overall, 72 per cent would be willing to spend more on British-grown vegetables over imported.
And, according to the survey conducted via OnePoll, more than two-thirds would pay more for UK-grown salad leaves.
Will Howard from GrowUp Farms, which has its Unbeleafable products available in the likes of Tesco, Sainsbury's, Morrisons, Co-op and Ocado added: 'We know shoppers want to integrate delicious, vibrant, and healthy food into their everyday meals, so we listened."
3
