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British consumers preferring local produce over Easter

British consumers preferring local produce over Easter

The Easter festivities have passed for another year and many families across the UK will have been sitting down to a Sunday meal that has been locally sourced.

According to new research collected prior to the Easter weekend, British shoppers were planning on buying products that had been made within the close vicinity of their home rather than visiting large chain stores. The latest IGD ShopperVista study found that 50 per cent of those looking to make a traditional dinner would be buying their produce from local shops and they also added that they would like to see more groceries of this ilk on display in high street retail outlets.

The recent horsemeat scandal has put the testing processes in major stores into the public eye with the likes of Tesco, Aldi and Ikea all being found to have products that contained equine DNA. Since then, the way in which meat is assessed has been put under increased scrutiny and companies now have to undertake a much more rigorous process to ensure that circumstances like this do not happen again.

Respondents to the IGD ShopperVista research were inclined to be mindful of where their food products came from. The survey found that 78 per cent of shoppers said that it mattered whether or not their food comes Britain, this was a significant improvement on the 55 per cent which was reached six years ago.

Joanne Denney-Finch, chief executive officer of IGD, said: "While Easter is the second biggest food and drink sales period of the year after Christmas, it’s not just about these two occasions. Other big national celebrations are the perfect time for food companies to collaborate and introduce more ‘in-store theatre’, such as food sampling and themed recipe ideas, to bring products to life."

She also explained that due to the tough economic climate, more people than ever before are looking for reasons to celebrate, and the Easter holiday is regarded as a perfect opportunity to bring the family together over the extended weekend.


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