Why go Local: Consumers view
1. There is a growing demand for local and seasonal food. Consumers are increasingly active in trying to improve their food knowledge and where it comes from: with over 60% trying to buy more local, ranking it above food that is easier to prepare or cook and even healthy options. It is reported that over 25% of visitors to ethnic restaurants want to see more local and seasonal ingredients. One in five people now try to minimise their food miles, and twice as many think more information should be provided regarding them. Well over half of people believe not enough local food is available and more should be done to promote local food and reduce global sourcing. This isn’t a fad or just this year’s latest fashion trend the numbers are growing, food miles are on the agenda to stay.
2. Consumers are accustomed to the incredible choice on offer today, and enjoy it. However many become frustrated when what could and used to be grown locally is shipped or air freighted from a different continent.
3. 61% of consumers prefer traditional British Cuisine and nearly half would like to see more on their menus and hence the emergence over the last 20 years of Modern British Cuisine and the upgrading of ingredients.
4. Consumer attitudes towards healthy eating and away from crash diets is further fuelling the demand for fresh and seasonal produce, less artificial additives and salt, and a move to natural flavours. With a significant trend towards menu transparency, with many menus detailing where and how food is produced, many pubs now source at least some of their menu locally, and the number doing so is growing. Chalk board specials allow the opportunity to promote local and seasonal specials on a daily, weekly or monthly basis. Local food and its identity adds value to a menu.
5. By establishing provenance, people's concerns over GM can be alleviated.