A survey of 2,000 adults found that more than three-quarters of people believe it is important to have British-grown vegetables and salads in their weekly shop
Eight in 10 shoppers are now on the hunt for British-grown fruit and vegetables, a study has shown. Surveying 2,000 adults, it emerged that there’s a strong desire among Brits for supermarkets to stock more UK produce, with many stressing the importance of adding UK produce to their weekly shop.
The survey, conducted by GrowUpFarms and its brand Unbeleafable, found that two-thirds of Britons are eager to back local farmers, and nearly half view this as a means to cut down on the nation’s import dependency.
A mere six percent of shoppers are aware of the origins of their produce at the point of purchase, yet two-thirds express a wish to be better informed about the provenance of their food items.
GrowUpFarms, which specialises in vertical farming—a method of cultivating crops in vertically stacked layers—provides pesticide-free salad leaves grown in the UK under controlled conditions all year round.
Will Howard, UK MD and CCO of the vertical farming company, said: “It’s really encouraging to see so many people looking for homegrown produce.”
He continued: “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.”
A significant three-quarters of Brits are reportedly ready to fork out extra for veggies grown on UK soil rather than those imported from afar.
Shoppers are happy to spend an additional £32 per month on their food shop for the sake of locally sourced produce.
Moreover, the research conducted via OnePoll reveals that a substantial majority are prepared to pay over the odds for salad leaves that have been farmed in Britain.
Will Howard from GrowUp Farms, whose Unbeleafable range is stocked by major retailers like Tesco, Sainsbury’s, Morrisons, Co-op, and Ocado, commented: “We know shoppers want to integrate delicious, vibrant, and healthy food into their everyday meals, so we listened.”
