Most Brits would like to eat more seasonal fresh produce though one third believes that season eating is too expensive, states a report recently.
According to a new study by Ocado, 70 per cent of Brits want to eat more seasonal produce this year following recent nationwide fruit and vegetable shortages.
The study adds that 47 per cent don’t know when produce is in season, implying only fewer than one in five (17 per cent) of base their food shopping on what is in season.
Most consumers incorrectly believe that the majority of fruit and veg are grown in the summer, states the report, saying that 39 per cent mistakingly thought that plums were summer produce and almost a third believed that rocket, pomegranates and rhubarb were also grown in the warmer months.
While a lack of education is at play here, money is also a factor – with 33 per cent of the 2,000 people surveyed believing that seasonal eating is too expensive.
“Eating seasonally has benefits for the consumer and the planet,” reports quoted Martha Springham, trading manager for produce at Ocado Retail, as saying.
“Buying British produce reduces air miles and pollution, whilst consuming food that is at its peak – in terms of quality and flavour – makes for a more enjoyable eating experience. Eating produce when it’s at its peak tends to be most economical as it’s when the harvest is most reliable.
“When you move away from peak season, crops aren’t as abundant and can be impacted by factors out of a farmer or retailer’s control – for example, the weather – which can increase costs," Springham said.