Frozen peas, a staple of British dinners for generations, are facing a decline so steep that their place on plates across the UK is under threat, new research suggests.
Consumption of the vegetable has fallen to its lowest point in more than 50 years, with household purchases down 74%. The research, from Choose British Peas, a collective representing the UK frozen pea industry, points to changing eating habits as a key factor, with imported vegetables from around the world becoming more readily available and pushing traditional British favourites aside.
Climate and cultural shift threaten industry
The drop in demand, combined with a warming climate, puts the entire British pea farming industry at risk. Growers are already adapting through new technology and innovation, but maintaining demand for British-grown peas is seen as just as vital to securing the industry's future.
The vegetable also appears to be losing its cultural connection with younger generations. While the UK is 90% self-sufficient in pea production, only 57% of Brits view frozen peas as a classic British food. That figure falls to 24% among 18-24 year olds, and 22% of Gen Z say they don't associate peas with Britain at all. In contrast, 79% of those over 65 still consider peas a Great British staple.
Campaign urges younger generations to give peas a chance
To help save the Great British pea, Saturday Kitchen's Matt Tebbutt and Clarkson's Farm's Harriet Cowan have joined forces with industry bodies to encourage young people to give peas a chance.
Tebbutt said: “I was genuinely shocked to discover that pea consumption in the UK is at its lowest level in more than 50 years. How have we let that happen? Somewhere along the way, I think we’ve started taking our little green friends for granted!”
Urging people to eat more peas, he added: “I think the humble pea deserves a bit more love! Whether it’s fish and chips, a proper pie or a Sunday roast, can you really imagine some of our favourite British meals without a good helping of peas? They’re a British food staple, packed with goodness, incredibly versatile, affordable and always there when you need them – especially in the freezer!”
Campaign uses London landmarks to make a point
Harriet is also hoping the humble pea makes a comeback, saying: “It’s crazy to think that pea consumption is at a 50-year low when peas have been such a staple of British food and farming for generations. As farmers, we want to keep growing great British food, but that relies on people continuing to value and choose what’s grown here.”
The duo are part of the Choose British Peas campaign, whose latest push aims to show how different the UK would be without classic British peas by removing the letter 'P' from iconic London landmarks. New street signs have been appearing across the capital, including at Buckingham alace Road, ortobello Road, icadilly Circus, addington Green, and arliament Street.
Peter Judge, a spokesperson for Choose British Peas, explained: "While removing the letter 'P' from some of Britain's best-known places might raise a smile, it also highlights a serious point. The aim is for this campaign to spark a conversation about just how much these little green vegetables have contributed to our food culture and food security, and why they're worth protecting for generations to come.”
Giving her support, Cowan concluded: "I hope this campaign gets people thinking a little more about where their food comes from, appreciating the work that goes into growing it here in Britain, and choosing British whenever they can.”
