Supermarkets Could Promote Local, Regional Better: U.K. Report

The Regional & Local Food & Drink report by research company Adsearch found that respondents wanted every supermarket to sell a local and regional range of products, specifically, with local being defined as being within 27 miles.

LONDON — The Regional & Local Food & Drink report by research company Adsearch, here, found that respondents wanted every supermarket to sell a local and regional range of products, specifically, with local being defined as being within 27 miles.

But many felt that supermarkets failed to promote local and regional food sufficiently: just 9% of those surveyed felt supermarkets were the best place to buy local food; 45% chose farmers' markets; and 20% chose farm shops.

The report also revealed that 65% of the 1000 consumers surveyed buy local and regional products to support the local economy. Fifty-three percent also said they wanted to support small scale production, while a desire for fresh quality and flavors was cited by 51% of respondents.

Red meat, vegetables and poultry were key local products that consumers wanted.

While local and regional products were perceived to be more expensive than imported food, many consumers said they were prepared to pay a slight premium, despite the economy, if it meant supporting the local economy and suppliers and getting a fresher and more flavorful product.

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