Six in ten (60%) believe buying local produce creates more jobs, whilst one in five (20%) support local farmers in order to reduce a product’s carbon footprint. However, nearly a fifth (18%) claim to buy a local produce as they deem it healthier form their family, rather than wanting to support the local farming community.
When questioned on the relationship between supermarkets and local suppliers, nearly two thirds (63%) of British shoppers believed supermarkets support local producers. Morrisons was crowned the most supportive supermarket, (20%) followed by Waitrose and Asda. Tesco and Sainsbury’s propped up the table, voted least likely to support the local providers in the poll. The Shopitize Local Produce Supermarket League Table:
Morrisons (20%)
ASDA (18%)
Waitrose (18%)
The Co-Operative (16%)
Sainsbury’s (14%)
Tesco (14%)
Danielle Morgan, Marketing Director at Shopitize, commented: “We observe shopping behaviour closely through the Shopitize app and noticed an increase in people buying local so wanted to understand the motivation behind this pattern. The results of our study are very encouraging for local providers. It’s great that consumers don’t mind paying that little bit extra to support local producers and ensure the British economy stays healthy.”
Richard Cattell, Head of Marketing at Red Tractor, added@ “We find the results from Shopitize encouraging. Here at Red Tractor our logo helps shoppers identify food that has been raised to responsible production standards and is traceable back to independently inspected UK farms. The Union Jack on the logo assures shoppers that the food they are buying comes from the 78,000 UK Red Tractor Farms and looking our for the Red Tractor logo is the easiest way to buy food which comes from a trusted source.”
NamNews - Thursday 7th November 2013
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