Majority of UK shoppers are happy to pay 20% more for locally sourced products, reports AO.com

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New research has revealed that the majority of UK consumers are happy to pay more for locally sourced produce rather than those which come further afield.

The news comes from a survey commissioned by online retailer AO.com which found that 60% of UK consumers would be happy to pay on average 20% more to a local food supplier, with 1 in 10 of them happy to pay more than 50% over the standard supermarket price!

As attitudes continue to change, following increased awareness of the environmental impact of imported food, our behaviour towards the weekly food shop shifts too. Shopping locally appears to have emerged as a favourable option for many consumers looking to reduce their carbon footprint.

There is still a way to go before local produce makes up the majority of our food shop however. 42% of the UK think it’s IMPOSSIBLE to only buy from locally sourced providers, as there is not enough option and 64% of people in the UK are unsure what the “Red Tractor” food assurance scheme is.

The research comes in support of a new campaign aimed at highlighting the food which the UK produces the most of, and the items which are more commonly imported.

The survey also revealed:

– 71% of the UK said they would be willing to sacrifice food choices in order to only buy products when they are in season.

– 40% of the UK said they would grow their own produce in their garden/allotment, but they don’t have the facilities. 

– 25-34 year olds are the age group which most believes local produce is important. More than 75% of this age group said it was important to them.

David Lawson, managing director at AO.com commented on the new research: “As consumers are becoming more conscious about their carbon footprint and the need to help the environment, attention has turned to the food they’re buying and how far it has travelled to get to their kitchens.

“People are realising that buying from local providers, whilst more expensive, can provide better quality produce which is also better for the environment.

“Our campaign ‘From Farm to Fridge’ details the journey that some common staples in the average UK fridge have taken to get there, highlighting the food products which are racking up the air miles.”

You can take a look at the “From Farm to Fridge” –  campaign here https://ao.com/life/farm-to-fridge/  

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