When it comes to eating ‘in season’, British consumers have little idea when they can buy UK-grown fruit and vegetables, a new survey has revealed.
Many of those quizzed were unaware that they can buy British strawberries in the summer months, and homegrown Brussels sprouts in December.
The survey, carried out by LEAF (Linking Environment and Farming) ahead of this weekend's Open Farm Sunday event, also found that many consumers didn’t know that British farmers grow foods such as blueberries (63 per cent), sweetcorn (62 per cent), iceberg lettuce (37 per cent), cauliflower (29 per cent), carrots (21 per cent), aubergines (19 per cent),or even apples (19 per cent).
And, despite the fruit’s strong association with Wimbledon, fewer than six in ten adults knew that they can buy British strawberries in the summer. Some 5,000ha of British strawberries are grown commercially each year, yet one in five people questioned by LEAF didn’t realise that UK farmers grew them at all.
While the exact start date of the season varies depending on the weather, the fact that the British asparagus season runs from April until June has also passed many consumers by, if the LEAF survey is anything to go by.
Only one in three people questioned knew when they could buy British asparagus, with one in ten thinking they could buy it all year round.
Winter produce fared no better, with nearly half of consumers (46 per cent) unaware that in December, you can buy British-produced Brussels sprouts.
It also appears that things are getting worse, with the research showing that those born in the 1990s have significantly less knowledge than previous generations.
LEAF's survey found that if you were born in the 1990s rather than the 1950s, you were:
· 1.5 times less likely to know British farmers grew strawberries;
· 2.5 times less likely to know you could buy British Brussels sprouts in December;
· Three times less likely to know when to buy British asparagus;
· Twice as likely to not know that iceberg lettuce is grown on British farms;
· And 2.5 times less likely to know you can buy homegrown red cabbage (30% compared with 74%)
Many adults born in the 1990s also thought that Britain commercially grows oranges (16 per cent), bananas (8 per cent), and kiwi fruits and mangoes (both 5 per cent).
Meanwhile, large numbers did not know that the UK grows cauliflower (55 per cent), apples (35 per cent) or carrots (39 per cent).
And, only four in ten of those questioned understood that buying seasonally supported British farmers.
Annabel Shackleton, LEAF’s Open Farm Sunday manager, said: “Alarmingly there appears to be a decline in knowledge about what UK farmers grow and when to buy homegrown produce. A number of initiatives are being run in schools to help improve children’s knowledge but it seems adults could do with some lessons too.
'One in ten people questioned admitted to having been left embarrassed by asking for something that wasn’t in season, but much greater numbers than that have a problem understanding seasonality. The agricultural industry is worth billions to the British economy, so it is important that we know what homegrown produce to look out for when shopping.
'Talking to a farmer is a great way to discover more about your food, so we’d encourage as many people as possible to visit their local farm on Open Farm Sunday,8 June, where nearly 400 farms of all types and sizes will be opening their gates for visitors to celebrate British farming and food.'
LEAF is an organisation dedicated to delivering more sustainable food and farming, and has run Open Farm Sunday since 2006.
Its survey of 2,000 adults was carried out by One Poll during May 2014.
