Consumers in the UK are voicing frustration over seeing imported fruit and vegetables on supermarket shelves while the same crops are in season domestically, according to research by organic veg-box supplier Riverford.
The survey shows almost half of shoppers feel "frustrated" (47%) or "angry" (49%) when spotting imports during the British season. A majority of respondents (72%) think supermarkets should prioritise British growers, with six in ten stating that current importing practices "feel wrong."
Riverford highlights a trust gap in the findings. While 72% of respondents believe supermarkets will stock British produce when in season, 62% say retailers are letting growers down by continuing to import the same crops. Two-thirds (66%) report they buy British when available, 71% look for the Union Flag as a cue, and 76% want more transparency about when and why imports are used. More than half (55%) say British produce tastes better, and one in five indicate they would pay slightly more for it.
The study points to examples of competing imports found in stores during summer, including fine green beans from Kenya, Tenderstem broccoli from Spain, and asparagus from Mexico, despite British crops being available at the same time. The company notes that air-freighted beans and asparagus carry a carbon footprint far higher than UK-grown equivalents, contrasting Kenyan beans with its own New Forest supply and Mexican asparagus with British asparagus from Peterborough. Riverford reiterates its policy of avoiding air freight altogether.
Government data provides context, showing that home production accounted for about 53% of the UK vegetable supply last year, while only 15% of fruit was grown domestically. This reflects a structural reliance on imports, particularly in fruit, with sourcing split between the EU and the rest of the world.
The company has framed the research within a broader public push for seasonal buying, including a video highlighting "world-tour" vegetables and a call for supermarkets to give greater prominence to British crops during peak harvests. The position emphasises the need for imports out of season, but discourages "competing imports" when British supply is available.
For the produce trade, shifting consumer sentiment may bring stronger expectations for retailers to align sourcing calendars and shelf promotions more closely with the domestic season. For growers and suppliers, this could create opportunities to work with buyers on forward programmes to secure seasonal volumes and improve communication of provenance both in stores and online.
Source: FreshTalkDaily
