Frozen peas, a staple of British meals from fish fingers to roast dinners, are at risk of disappearing from plates, with consumption at its lowest level in over 50 years. Household purchases have declined by 74%, according to new data.
The decline is driven in part by changing eating habits, as people enjoy a wider variety of vegetables from around the world. Imported produce has become readily available, causing traditional British favourites like frozen peas to fall out of favour.
Industry at Risk
The combination of declining consumption and a warming climate threatens the entire British pea farming industry. Pea growers are adapting through new technology and innovation, but maintaining demand for British-grown peas is crucial to securing the industry's future.
The UK is 90% self-sufficient in pea production, yet only 57% of Brits view frozen peas as a classic British food. Among 18-24 year olds, this drops to 24%, while 22% of Gen Z do not associate peas with Britain at all. In comparison, 79% of those over 65 view peas as a staple.
Campaign to Save the Pea
To help save the Great British pea, Saturday Kitchen's Matt Tebbutt and Clarkson's Farm's Harriet Cowan have teamed up 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 us 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!"
Harriet said: "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."
London Landmarks Without the 'P'
The duo are part of the Choose British Peas campaign, which aims to make consumers realise how different the UK would be without classic British peas by showing what iconic London landmarks would look like without the letter 'P'. New street signs have appeared 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."
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."
