Half of Britons are unaware that everyday vegetables such as courgettes, cucumbers, and aubergines can be grown on British soil, according to a new survey. The research, commissioned by Aldi, found that many staple ingredients including peppers, sweet potatoes, and runner beans are frequently assumed to be exclusively grown abroad. Blueberries and cherries were among the fruits commonly believed to always be imported.
Survey Reveals Lack of Awareness
The survey of 2,000 adults showed that just 27% actively consider whether the fruit and vegetables they purchase are UK-grown while shopping. This is despite eight in ten adults stating that supporting British or local farmers is important to them. The findings highlight a significant gap between consumer values and actual shopping behaviour.
Aldi has partnered with farmer and TV personality Harriet Cowan to champion the benefits of buying British-grown fruit and veg. Harriet selected a range of seasonal recipes using British produce to showcase what can be cultivated in the UK. 'I'm passionate about highlighting the brilliant work British farmers do to bring high-quality food to our tables,' she said. 'When you choose British produce, you're supporting farmers who work in all weathers and are closely connected to the land and the seasons. That really matters.'
Seasonal Eating Benefits
Nearly seven in ten (68%) agree that fruit and vegetables taste better when eaten in season, with strawberries highlighted as a perfect example. However, 43% admitted they lack confidence in identifying which produce is in season at different times of the year. This has led to predictable mealtime patterns, with many people preparing the same dishes year-round. Interestingly, Gen Z appears to be the most attuned to seasonal eating, showing greater confidence about which foods are in season compared to older generations.
Julie Ashfield, chief commercial officer for Aldi, which is committing more than £5 billion to long-term agreements with British suppliers, added: 'With so much food available year-round today, it's understandable that many people reach for the same staples and assume certain fruit and veg must be imported. But plenty of those everyday ingredients can be grown here in the UK.'
Top 10 Fruit and Veg Brits Didn't Know Were Grown in the UK
- Kiwi
- Aubergine
- Peppers
- Sweet potatoes
- Sweetcorn
- Blueberries
- Cherries
- Courgettes
- Asparagus
- Cucumber
The research also revealed that cost remains the biggest driver when deciding what to buy, alongside supermarket deals. Habit plays a major role, with half (50%) saying they typically only buy the foods they regularly eat, according to the OnePoll.com figures. Aldi aims to source 50% of its domestic produce through long-term agreements with British suppliers by the end of 2027.
