New research carried out by Ocado shows that more than two thirds of UK shoppers are interested in increasing the amount of seasonal food they eat as a direct response to recent UK fruit and vegetable shortages.
Despite this spike in consumer interest, just under half of respondents stated they are not aware of the times of the year when different types of produce are available in the UK and elsewhere. As a direct result of this, less than one in five UK shoppers base their grocery shopping lists on what is in season.