The market for locally produced food is led by fresh produce and is expanding significantly as the consumer profile changes, according to a new report from Cobweb Information.

The publisher specialises in reports for new business start ups, small businesses and their advisers and has found that media attention is driving the market as is the power of the big four supermarkets, Tesco, Asda, Sainsbury’s and Morrisons.

“People concerned about the effects their local supermarket may have on the local economy are likely to buy local produce,” the report found. “The concern surrounding food miles also encourages people to buy locally as opposed to tripping to the local supermarket to buy produce that has flown hundreds of miles before consumers buy it.”

Health scares and media-driven campaigns about the food children eat, both at school and at home are driving health conscious parents to buy local fresh produce. Consumers are also becoming more sophisticated in their tastes and demands.

“Vegetables are purchased by 61 per cent of buyers buying local food,” the report stated. “Fruit is purchased by 45 per cent. They are the main drivers in local food retail. “

Regional cuisine is also enjoying something of a revival in the UK and this presents further opportunities for local produce especially as regional food events are another developing concept that can benefit producers.

Further information is available from www.cobwebinfo.com

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