Waitrose has unveiled a Harvest Festival campaign.
To commemorate the annual celebration which takes place around the end of September to mark the end of the main harvest season, the grocer is celebrating seasonal produce with recipes and savings, including 25% off British apples and pears. Waitrose will also showcase many of its 600 regional suppliers across all its branches and online.
A survey of 2,000 UK adults conducted on September 19 by One Poll on behalf of the supermarket chain revealed that older generations are far more likely to know about Harvest Festival than children and young adults. Some 91% of respondents aged 55-plus knew about Harvest Festival compared with just 58% of those aged 18-24.
Overall, one in five adults did not know what a Harvest Festival was – and just one in five said they celebrate the occasion.
Despite this, 90% of the nation tries to eat food when it is in season, highlighting that seasonal food is an important factor when doing the weekly shop.
As for children: one in four of 1,000 kids surveyed did not know what a Harvest Festival was.