New research from organic vegetable box company Riverford indicates that shoppers are frustrated at seeing imported fruit and vegetables on UK retail shelves while similar crops are in season at home.
The study found that almost half of shoppers say they feel “frustrated” (47%) or “angry” (49%) when they spot imported produce at the height of the British season. A clear majority think supermarkets should prioritise British farmers (72%), with six in ten saying current importing practices “feel wrong”.
It was found that three quarters of respondents believe supermarkets will stock British when it’s in season, yet 62% feel retailers are letting UK growers down by continuing to import the same crops anyway. Two-thirds stated they choose British when available, and three quarters want greater transparency about when and why imports are used. More than half (55%) think British produce tastes better, and one in five would pay a little more to buy it.