The trend for shoppers to prefer buying foods that are both British and locally grown is underlined by new research from Sainsbury’s.
As the British apple season gets underway, the supermarket says that when it comes to buying fruit and vegetables consumers are increasingly demanding home-grown produce.
New research amongst 2,120 adults by Sainsbury’s reveals that buying produce grown locally in Britain is a decisive factor for 74% of supermarket shoppers.
Eighty-four per cent of mothers believe that buying British is an important factor when conducting their weekly shop, and 56% of parents say they prefer their children to eat a British apple.
Sainsbury’s sells more British apples than any other retailer, offering 51 varieties including many rare, traditional British apples that might otherwise become extinct.