Local food for local people

07 July, 2006

Supermarkets run the risk of losing customers if they do not source more local foods - with a large proportion of consumers looking for

locally sourced meat, research has revealed.

The results of the survey, by NOP, were unveiled at the Royal Show in Stoneleigh, Warwickshire this week, and revealed 59% of consumers would consider shopping elsewhere in their area for food if their usual supermarket was not committed to sourcing produce from local suppliers.

The survey suggested a huge proportion of consumers are

unhappy with the supermarkets' offer, with 85% of respondents saying they want their usual supermarket to do more about sourcing from local suppliers.

Further findings also showed that 70% of those asked felt the

retailers were not doing enough to source from local suppliers.

Consumers cited fruit and vegetables as the most important items for local sourcing , however 22% looked for local meat.

The survey also showed that 82% of consumers would be more likely to buy locally produced food if it was clearly labelled in the supermarket whilst 39% (the highest proportion) expressed a preference for buying local food in their supermarket as opposed to other outlets.

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