Ultra-runner Rob Pope is set to run more than 500 miles on foot from Ayrshire, on the west coast of Scotland, to Brighton in just 14 days as part of the 'Taste Trail', a challenge designed to spotlight British farmers and local produce. The effort is part of Nestlé's 'Made by Britain' campaign, which highlights the journey of food from farm to fork and urges the nation to slow down and reconnect with what they eat.
Survey reveals disconnect from food origins
New research shows almost a third of Brits feel disconnected from where their food comes from. In a survey of 2,000 adults, 40% said supermarket shopping means they rarely stop to consider where ingredients for their meals come from. With many products available year-round, 39% said they rarely consider seasonality.
For 18%, this lack of knowledge about the food journey comes down to living in a city and never seeing farming or food production firsthand. However, nearly 48% would welcome more chances to learn about the people behind their meals.
Pope's mission and Nestlé's donation
Rob Pope will document his adventure across a series of mini-episodes throughout September. "As a runner, food was always fuel to me," Rob said. "All too often we grab food and eat it quickly, without thinking about where it came from or who made it, which is why I've set myself this challenge."
"I've spent my life trying to go faster, but now I want to slow down and learn where my food is grown and produced. I'm excited to meet the people behind the ingredients which end up in your morning coffee and your favourite chocolate bar." For every mile Rob completes, Nestlé will donate more than 300 meal equivalents to food distribution charity Felix.
Public appetite for local food knowledge
A quarter (25%) of those surveyed are eager to discover more about their food by learning where it originates, while a further 24% are inspired to do so through shopping at local markets. But 21% said a desire to support local farms would motivate them to learn more.
The Onepoll research revealed 78% believe food serves a vital role in uniting people with family, friends and communities, with 69% more inclined to buy a product knowing it was locally sourced. Dr Emma Keller from Nestle said: "Most of us pick food up from a supermarket shelf without thinking too much about how it got there. But behind every product are the farmers, factory teams and local communities who make it possible."
"So much of the food we know and love are not just made in Britain but made by Britain. The Taste Trail is about following that farm to fork journey and meeting some of the people involved along the way and Rob is helping to shine a light on all the steps behind the food we eat, and just as importantly, how we make sure that any surplus food reaches those who need us most."
