Increasing support for local produce

Two-thirds of British shoppers say they now buy local produce and even more want to, according to a new survey by grocery sector think-tank IGD.

It means that 6% more people have turned to British food and drink over the past year, while a further 9% say they would buy more if there was better availability.

FFB chief executive David McNair said local food was now easier to find.

“These are exciting times for the country’s small producers and farmers, but key to this success is continuing to provide access to places selling local foods, whether this is through supermarkets, convenience stores or restaurants.”

The biggest driver for sale remains the freshness of the food but more than a third of those questioned say they also want to support local producers – up 17% on 2005. And encouragingly for farmers, supermarkets actually lost market share to markets.