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Study: British shoppers seek out homegrown produce

Research released ahead of LEAF’s Open Farm Sunday (9 June), show that shoppers are nearly one and half times more likely to buy British food than they were six years ago, with younger shoppers and families driving this growth. The IGD-produced stats found that:
  • Nearly eight in ten shoppers (78%) would buy British food when available
  • 18-24 year olds are twice as likely (69%) to buy British than in 2007 (36%)
  • Nearly eight in ten shoppers (78%) believe that British farmers deserve the full support of the British public
  • Almost half (45%) say that they want to hear more about farmers


The research shows that provenance, traceability and knowing where food comes from is paramount among the purchasing public.

Farmers are passionate about connecting consumers with their food and are calling on everyone to celebrate British farming with a visit to a farm for the agricultural industry’s annual open day – Open Farm Sunday.

The NFU's recent campaigning on #BuyBritish, part of the larger NFU Farming Delivers message, have proved incredibly popular among the public, especially at the beginning of the year during the horsemeat scandal. Open Farm Sunday showcases how British farmers farm sustainably, to produce sufficient great tasting food while caring for the countryside. All messages which in turn echo the strength of the Farming Delivers campaign.

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