UK retailer Waitrose has recently reported a significant increase in sales of British produce, stating the surge is due to increased consumer interest in supporting local farmers and sourcing homegrown food.
According to Waitrose, sales of British thick-cut sirloin steak have risen by 193% compared to the same period last year, while Jersey Royal new potatoes are up by 89%, and British strawberries have seen a 151% increase. Other British-sourced items experiencing notable growth include red Leicester cheese (up 50%), organic Duchy mature cheddar (78%), Cox apples (52%), Gala apples (30%), and early British asparagus (25%) .
This growing consumer preference for British produce aligns with the retailer’s ongoing commitment to support UK farmers. Earlier this year, the supermarket launched a £500,000 fund aimed at assisting British farmers in transitioning to net-zero emissions.