Britons lack ‘food patriotism’

Patriotism is not enough when it comes to buying British food, new research has revealed.

Food and grocery think-tank IGD conducted the research to determine what could be done to generate support for British food and farming and how this could be used to lift demand for British food.

The researchers found that 87% of the population considered farming to be important to Britain. However, only one in five people will go out of their way to buy British food. The researchers also found that just over half of those surveyed ‘did not care’ where their food came from.

Country of origin of food was only rated tenth in terms of importance by shoppers, with price, taste and sell-by date being the top three considerations. Researchers said these findings echoed the fact that 30% of people said they would prefer to buy British food, but did not want to pay more for it.

According to other research conducted by IGD, seven out of ten people are interested in buying local or regional food, while two thirds of those surveyed also expressed an interest in purchasing seasonal British food.

IGD Chief Executive Joanne Denney Finch OBE said: “This research shows that pure patriotism is not a good enough reason for people to buy British. However, people are interested in buying local and regional foods, and at a time when food is available all year round, they particularly want food that is in its right season such as English apples in the autumn. There is a real opportunity to celebrate the finest of British produce when it comes into season and to demonstrate to the foodies, who are seeking a real eating experience, that some of our products have a superior taste, which makes them special and different.”

Responding to the research, Sir Don Curry, Chair of the Sustainable Farming and Food Implementation Group, said: “Reconnecting the public with the food they eat and how it is produced is one of my key challenges for 2005 and beyond. It is essential that we have a better understanding of consumers’ attitudes, if we are to develop an effective communications strategy.”

Lord Bach, Food and Farming Minster, also welcomed the research. He said: “It will provide a valuable evidence base enabling food producers throughout the food chain to develop their communications effort in order to reconnect with the public.

“Our key policy statement on farming and food issues remains the Strategy for Sustainable Farming and Food and reconnection is a major theme of the strategy.”

(KMcA)