Eight in 10 Brits are on a mission to buy more British fruit and veg, according to research. A poll of 2,000 adults found Brits are in agreement that supermarkets should do more to prioritise British produce and said it is important to include homegrown vegetables and salad in their weekly shop.
Two thirds want to do more to support British farmers, while almost half said it reduces the UK’s reliance on imports. Only six percent can say when shopping where their produce was grown. However, two thirds wants to know more about where their produce comes from.
The research was commissioned by GrowUp Farms, GrowUpFarms, and its brand Unbeleafable. GrowUp Farms which specialises in vertical farming, a method of cultivating crops in vertically stacked layers, provides pesticide-free salad leaves grown in the UK under controlled conditions all year round.
Will Howard, UK MD and CCO from the vertical farming company, said: “It’s really encouraging to see so many people looking for homegrown produce.
“There’s real power in choosing local – it means fewer food miles, fresher taste, and more support for British farmers. But there is still a lot more to be done.
“Food insecurity remains a major challenge in the UK. In 2024, only half of the salad leaves eaten in the UK were grown here.
“We’re here to change the world by growing better, showing that people can back British produce – all while enjoying food which tastes amazing.”
Overall, three-quarters would be willing to spend more on British-grown vegetables over imported. And two thirds are eager to support British farming even if it costs them more.
According to the survey, consumers are willing to spend £32 more a month on their shopping as a result of opting to buy locally grown fruit or veg. And, according to the survey conducted via OnePoll, more than two-thirds would pay more for UK-grown salad leaves.
Will Howard from GrowUp Farms, which has its Unbeleafable products available in the likes of Tesco, Sainsbury’s, Morrisons, Co-op and Ocado added: “We know shoppers want to integrate delicious, vibrant, and healthy food into their everyday meals, so we listened.”