The study, commissioned by Aldi UK, found many shoppers incorrectly believe staple ingredients including peppers, sweet potatoes and runner beans are only grown overseas. Blueberries and cherries were also commonly assumed to be imported.
The findings are likely to strike a chord in Wiltshire, where agriculture remains a significant part of the rural economy.
Harriet Cowan, who appears in Clarkson’s Farm alongside Jeremy Clarkson, has joined forces with Aldi to promote British-grown fruit and vegetables and champion UK farmers.
A poll of 2,000 adults found 43% of people in the South West are not confident identifying which fruit and vegetables are in season at different times of the year.
As a result, many households stick to the same meals all year round. Dishes such as pizza, fish and chips and spaghetti bolognese were among the most commonly repeated, with 45% admitting they regularly cook the same meals regardless of season.
Despite this, support for British farming remains high.
The research found 78% of adults in the South West believe supporting British or local farmers is important. However, only 36% said they actively check whether produce is UK-grown while shopping.
The study also suggested younger generations are more engaged with seasonal eating, with Gen Z respondents reporting greater confidence in identifying what produce is in season.
Harriet Cowan said:
“I’m passionate about highlighting the brilliant work British farmers do to bring high-quality food to our tables.
“I’ve loved teaming up with Aldi to learn more about the fruit and veg we grow here in the UK and help shine a light on what’s in season.
“There’s so much great produce grown right on our doorstep, and choosing British-grown ingredients is a really simple way to support farmers while bringing more variety into everyday meals.”
Julie Ashfield, Chief Commercial Officer at Aldi UK, said:
“British produce is a huge part of what we offer at Aldi, and we’re proud to work with suppliers across the UK to bring customers high-quality fruit and veg throughout the seasons.
“We hope these recipes encourage shoppers to try something new and discover more of the fantastic produce that’s grown here in Britain.”
More information and seasonal recipes are available on the campaign page below.
