Half of UK consumers do not know that everyday vegetables such as courgettes, cucumbers and aubergines can be grown on British soil, new research from Aldi has found.

The supermarket’s poll of 2,000 adults found many shoppers assume staple ingredients including peppers, sweet potatoes and runner beans are only grown overseas.

Blueberries and cherries were also commonly believed to be imported year-round, despite both being grown in the UK.

The research also found 43 per cent of consumers are not confident identifying which fruit and vegetables are in season at different points of the year.

This lack of awareness appears to be shaping mealtime habits, with almost half of respondents admitting they tend to cook the same meals throughout the year.

Pizza, fish and chips and spaghetti bolognese were among the dishes most often cooked on repeat.

While eight in 10 adults said supporting British or local farmers was important to them, only 27 per cent said they actively consider whether fruit and vegetables are UK-grown when shopping.

Despite this, 68 per cent agreed that fruit and vegetables taste better when eaten in season, with strawberries cited as a clear example.

Gen Z consumers were found to be the most confident when it comes to seasonal eating, with younger shoppers more likely than older generations to know which foods are in season.

The research was commissioned by Aldi, which has partnered with farmer and TV personality Harriet Cowan to promote British-grown fruit and vegetables and highlight the farmers behind them.

Cowan has selected a series of seasonal recipes using UK-grown produce to showcase the range of fruit and veg available from British farms.

She 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 to shine a light on what’s in season.

“When you choose British produce, you’re supporting farmers who work in all weathers and are closely connected to the land and the seasons. That really matters.”

The study found cost remains the biggest driver when consumers decide what to buy, cited by 56 per cent of respondents.

Nutritional value and health followed at 49 per cent, while 46 per cent said supermarket deals influenced their choices. Convenience was cited by 36 per cent.

Habit also plays a significant role, with half of shoppers saying they typically only buy foods they regularly eat.

Aldi chief commercial officer Julie Ashfield said: “With so much food available year-round today, it’s understandable that many people reach for the same staples and assume certain fruit and veg must be imported.

“But plenty of those everyday ingredients can be grown here in the UK.

“We know shoppers care about backing British farmers, and shopping more seasonally can be an easy way to bring more variety to mealtimes while supporting British growers.

“That’s why it’s so important to continue investing in British suppliers and making seasonal produce more visible and accessible for customers.”

Aldi said it is committing more than £5bn to long-term agreements with British suppliers and aims to source 50 per cent of its domestic produce through these deals by the end of 2027.

The top 10 fruit and vegetables consumers did not realise could be grown in the UK were kiwi, aubergine, peppers, sweet potatoes, sweetcorn, blueberries, cherries, courgettes, asparagus and cucumber.

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