WHAT DO WE KNOW?

Consumers are not completely informed about the origin of products and food travel mile impacts on health, life-styles, and the environment. And although the organic food industry in the UK has increased by over 10%, paradoxically, organic does not always mean ‘better’ in terms of energy costs. Thus, even trade-offs exist when facing a choice to go local, organic, or mass-produced.

Attempts to inform consumers often result in unclear, limited, and misleading communication strategies. Furthermore, item labels are too small and vague, advertisements are not visible, and the shopping experience is un-engaging- reinforcing shoppers’ always-on-the-go attitudes to spill over into an activity (food shopping) that was once a relaxing social experience.



A RECENT SURVEY SHOWS...

● 47% of people don’t know where the food they buy is produced
● 37% said they bought locally produced food more than once a week
● 88% thought locally-produced food caused less transport pollution than the alternatives
● 82% thought that it was more trusted by consumers generally
● 77% thought locally-produced food was fresher
● 67% thought it was better for their health
● 64% thought it was produced to higher welfare standards
● 58% thought it was produced to higher hygiene standards
● 49% were concerned that more than a third of UK food comes from abroad

…they’d still prefer to buy local food if it was clearly labelled
● 83% said they would, 16% said they wouldn’t

...but they reckon it’s more expensive
● 61% thought it was typically more expensive than food bought in a supermarket
● 21% thought it was the same price
● 14% thought it was cheaper

Carried out by NOP over the weekend of April 1/2 2006 Supported by Triodos Bank,
specialists in sustainable agriculture http://www.fwi.co.uk/gr/foodmiles/survey.html