Published:21 September 2012

Morrisons Reveals that 74% Buy British to Support British Farmers.

As the nation prepares to celebrate British Food Fortnight (17th September – 2nd October), the latest research from supermarket Morrisons reveals that 74% of consumers are motivated to buy ‘home-grown’ British  produce to support the farming industry, over and above any other factor.*   

Research shows that over a third of people believe buying British this year is a more important consideration than when food shopping five years ago, a change thought to be driven by a trend in all things British - from the Royal Wedding to the forthcoming Olympics. 

Quality and provenance drive consumer choices, with 56% of shoppers saying they buy British because they want to know where their food comes from and 29% saying they believe British fruit and vegetables have a better taste. These factors compare to just 5% of respondents saying they buy British because they consider it to be cheaper.  

Morrisons, which is one of the largest food producers in the country, makes use of its strong relationship with British farmers to gets the pick of seasonal produce and is also able to get it on to the shelf quicker by cutting out the middle man.  The benefit for shoppers is fresh food at lower prices.

Louise Welsh, Morrisons Head of Agriculture said: “Although it hasn’t been much of a summer for us, the upside has been brilliant growing conditions which have resulted in bumper crops of fruit and veg.  There’s never been a better time to support and celebrate British food, it tastes great and it’s a powerful way to support British farmers and growers.”

While there is clearly an appetite for British foods, Morrisons also reveals that, worryingly, almost one in five consumers (18%) still struggles to identify British produce on the shelves and only 18% believe supermarkets support British.  During British Food Fortnight Morrisons customers can get even more bang for their buck with favourites including British plums, British sweetcorn and  British blueberries, fresh in each day.