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Those aged 18-24 are now twice as likely (69%) to buy British food than they were six years ago.
Nearly eight in ten of all shoppers would buy British food when available, with the same number believing the public should support farmers.
Brits are now nearly 150% more likely to buy British than they were in 2007.
Joanne Denney-Finch, chief executive for IGD, said, “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. This is an excellent opportunity for local food producers who clearly have the public’s support. It is also a chance for food companies to emphasise the quality of their products.”
Caroline Drummond, chief executive for Linking Environment and Farming (LEAF), added, “It is great to see that the British public’s support for farmers has never been higher. Open Farm Sunday gave visitors the chance to meet the farmers who are growing our food, find out more, and say thank you too.”
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