Simply being British is not enough to sell food, new research from the IGD has revealed.
A study by the think-tank found that while 87 per cent of people consider farming to be important to Britain, only one in five will go out of their way to buy British food.
The study was conducted for food suppliers and the government to find out how to bolster British produce.
According to the findings, country of origin seems to be low on the list of what shoppers look for, coming just 10th, with taste, price and sell-by date being the main areas of concern.
Despite this, around two thirds interviewed expressed an interest in seasonal and local food.
Sir Don Curry, Chair of the Sustainable Farming and Food Implementation Group said: “Reconnecting the public with the food they eat and how it is produced is one of my key challenges for 2005 and beyond.
“It is essential that we have a better understanding of consumers' attitudes if we are to develop an effective communications strategy.”
Lord Bach, food and farming ministers said the findings “will provide a valuable evidence base enabling food producers throughout the food chain to develop their communications effort in order to reconnect with the public”.
He added: “Our key policy statement on farming and food issues remains the Strategy for Sustainable Farming and Food and reconnection is a major theme of the strategy.”
