A new report published by the Consumer Council, titled Attitudes and Access to Local Food, has revealed that nearly nine out of ten (87%) consumers feel proud of Northern Ireland's food sector, with an overwhelming 88% expressing a desire to purchase more local produce.

The study surveyed a representative sample of 1,000 consumers to evaluate public perceptions, buying habits, and desired changes regarding local food. The findings highlighted robust demand and an appetite for supporting regional suppliers, with local options widely viewed as healthier, higher in quality, and more trustworthy than imported goods.

Economy Minister Dr Caoimhe Archibald MLA launched the report at the Balmoral Show. Commenting on the findings, the Minister said: "Supporting our local food system is an economic priority. Shorter, stronger supply chains help retain value locally, reduce environmental impact and build resilience in the face of global uncertainty. That is why my Department is focused on working with industry, retailers, and producers to remove barriers to access and help turn strong consumer demand into sustainable growth.

By acting on the evidence in this report, we can support our agri-food sector to innovate, grow productivity and create good jobs, while ensuring consumers across the north can benefit from high quality local food as part of their daily lives."

Philippa McKeown-Brown, Acting Director of Strategy and Emerging Markets at the Consumer Council, added: "Consumers are telling us they want to know more about where their food comes from, how it's produced, and who produces it. And supporting our local food system is not only important to consumers, it is essential for building shorter resilient supply chains and ensuring the food that reaches our plate stays fresher for longer." The research highlighted six specific areas where consumers want to see industry improvements:

• More local food on shelves: Limited availability prevents 52% of consumers from buying more local food. Shoppers want broader product ranges and increased local inventory in convenience stores and smaller supermarkets.

• Clearer labelling and information: A large majority (83%) indicated they would be more inclined to buy local food if it were prominently displayed. Respondents called for uniform labelling, visible in-store signs, and better background details on food origin and production methods.

• Better affordability: Pricing remains a significant barrier, with 61% stating it limits their local food purchases. Consumers expressed a desire for loyalty rewards, promotional offers, and value-focused messaging to make local food a realistic daily option.

• Better access for time-pressed shoppers: Restricted operating hours at farm shops, markets, and independent retailers pose a challenge for many. The report noted strong demand for more flexible opening times and improved digital access to local goods.

• Support for community growing: Currently, just 29% of consumers cultivate their own food, though nearly half of those who do not stated they would like to begin. There is a desire for practical help, including guidance, starter kits, and funding for community growing schemes, particularly within urban locations.

• More sustainable packaging: Sustainable packaging is important to 67% of consumers, provided it does not drive up retail prices. Shoppers want to see a reduction in plastic use, the introduction of recyclable or compostable alternatives, and clearer information regarding environmental impacts.

The Consumer Council noted that these insights present a distinct opportunity for retailers, producers, and policymakers to establish local food as a standard everyday choice.