Over two thirds (70%) of Brits want to eat more seasonal produce this year, following recent nationwide fruit and vegetable shortages, according to a new study by Ocado.
However, despite this sharp rise in interest, 47% admitted that they don’t know when produce is in season both in the UK and abroad.
As a result, less than one in five Brits currently base their food shop on what is in season.
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According to the online-only supermarket’s research, most consumers incorrectly believe that the majority of fruit and veg are grown in the summer.
Ocado found that 39% mistakingly thought that plums were summer produce and almost a third believed that rocket, pomegranates and rhubarb were also grown in the warmer months.
However, Ocado Retail trading manager for produce, Martha Springham said that eating seasonally “has many benefits,” adding, “that’s why we champion a different selection of in-season fruit and veg every month via our ‘In Season’ aisle.”
“The aisle offers customers high quality, great value produce alongside advice on how to get the most out of them in the kitchen, and because our products don’t hang around on a shelf, fresh produce could still be on the tree or in the ground when our customers add it to their basket.”
Currently, Ocado’s ‘In Season’ aisle for April includes items such as rocket, raddish, rhubarb and blueberries.
