Re:fresh afternoon session Buy Locally, Eat Globally brought four presentations which showed delegates that UK consumers’ newfound interest in food is here to stay, that fresh produce promotion is a common cause but we need to be wary of issue fatigue.
The session’s first speaker, Sarah Pettitt, chair of the National Farmers’ Union board for horticulture told the audience: “I do not believe we can or should restrict the choice for consumers to eat only fruit and vegetables that are in season. But I should also be clear that in season I want to see more British fruit and vegetables on supermarket shelves, wholesale stands and being procured by government responsibly.”
Pettitt also lauded the government’s fruit and vegetable task force and calling for a similar permanent forum. She also told the industry it must lead the debate on contentious issues. “We should think radically about how we achieve our aims and be prepared to think the unthinkable.”
Foods from Spain’s María José Sevilla detailed the evolution of the UK marketplace over the last four decades to the sophisticated one its consumers enjoy today. She said: “The recession is affecting British shopping, nonetheless, we are very globalised and becoming wiser in the way we eat.” She sounded a word of warning, however on expecting too much of government in regard to changing eating habits in the face of an obesity epidemic. Sevilla said: “Isn’t this what we should be addressing? Never mind where our produce comes from, let’s address the hard core of our problems.” In this she believes families have a special role to play and should be the target for the industry. She said: “How important is it that our children see us eat? We cannot expect government to do everything.”
Fresh produce pr consultant Pam Lloyd warned that consumers may have issue fatigue and lost sight of the original issues in the local versus global debate. She said: “We must have a balanced output of information and be proud to tell consumers where their food is from…If our fruit and veg industry is now a global cabbage patch, let’s invite the consumer to look around and get to know the how, where and why.”
And rounding up the session, The Fairtrade Foundation’s Mark Varney showed that consumer really do buy locally and eat globally revealing that in its research 53 per cent of those questioned are interested in buying local produce and Fairtrade produce.
