More shoppers are wanting to buy food produced in Britain

The findings, released ahead of tomorrow’s Open Farm Sunday, show that shoppers are nearly 1.5 times more likely to buy British food than they were six years ago, with younger shoppers and families driving this growth.

The research, published by IGD ShopperVist, revealed that nearly eight in ten shoppers would now buy British food if available – compared with 55 per cent in 2007.

Even better news for the future of farming is that the largest growth has been amongst 18-24 year-olds, with twice as many likely to buy British than in 2007.

Meanwhile, more than three quarters of shoppers with children would buy British produce – making them 1.6 times more likely to do so than six years ago.

Nearly eight in ten shoppers (78 per cent) questioned believe that British farmers deserve the full support of the British public and almost half said they want to hear more about farmers.

Farmers are passionate about connecting consumers with their food and are calling on everyone to celebrate British farming with a visit to a farm for the agricultural industry’s annual open day – Open Farm Sunday.

Joanne Denney-Finch, chief executive, IGD, said: “Price is always a top factor for shoppers when walking round their local store or shopping online and deciding what to buy. They also want high quality food, but the challenging economic situation over the last few years has forced them to scrutinise every penny.

“The good news for British producers is that interest in food sourced in this country has never been higher – eight out of ten shoppers want to buy it.”