New research from Aldi found that over half of respondents did not realise that vegetables such as aubergines, courgettes, and peppers can be grown commercially in Britain.
The findings point to a persistent disconnect between consumers and modern UK agriculture at a time when support for British farming remains high.
The survey of 2,000 UK adults found that 43% of consumers lack confidence in identifying seasonal produce, suggesting clearer seasonal merchandising and provenance labelling could help shoppers make more informed choices.
Indeed, almost 70% of respondents agreed that fruit and veg tastes better when eaten in season, with strawberries given as a clear example.
Price, meanwhile, remains the primary driver of purchasing decisions, with 56% of consumers citing cost as their main consideration. Promotional activity also has a significant influence, with 46% saying retailer deals affect what they buy.
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