Shoppers Push Back On Imports As New Research Calls For Seasonal British Produce

Consumers are increasingly frustrated at seeing imported fruit and veg on UK supermarket shelves while the same crops are in season at home, according to new research by organic veg-box company Riverford.

The study found that almost half of shoppers say they feel “frustrated” (47%) or “angry” (49%) when they spot imported produce at the height of the British season. A clear majority think supermarkets should prioritise British farmers (72%), with six in ten saying current importing practices “feel wrong”.

Riverford’s survey also suggests a trust gap: three-quarters of respondents (72%) believe supermarkets will stock British when it’s in season, yet 62% feel retailers are letting UK growers down by continuing to import the same crops anyway. Two-thirds (66%) say they choose British when available; 71% look for the Union Flag as a cue; and 76% want greater transparency about when and why imports are used. More than half (55%) think British produce tastes better, and one in five would pay a little more to buy it.

The company points to examples commonly found in stores during summer: fine green beans from Kenya, Tenderstem® broccoli from Spain (sometimes air-freighted), and Mexican asparagus—all while UK fields are in crop. Air-freighted beans can have a carbon footprint hundreds of times higher than UK-grown alternatives; Riverford contrasts Kenyan air-freighted beans with its New Forest supply, and Mexican asparagus with British asparagus hauled from Peterborough. The company also reiterates its own policy of avoiding air freight altogether, in line with widely used reporting factors that show air freight carries far higher emissions per tonne-kilometre than sea freight.

Context from official statistics underlines the stakes for domestic growers. Recent government figures show home production accounted for about 53% of the UK’s vegetable supply last year, while only 15% of fruit was home-grown—illustrating a structural reliance on imports, especially for fruit. The data highlights how fresh produce sourcing is split across the EU and the rest of the world.

Riverford has packaged the findings into a broader public push for seasonal buying, including a tongue-in-cheek video lampooning “world-tour” vegetables and a call for retailers to give clear prominence to British crops during peak harvests. The message is not “no imports” (they’re essential out of season), but “no competing imports” when British crops are abundant.

Why it matters for the fresh produce trade: If shopper sentiment continues to shift, retailers may face stronger expectations to adjust sourcing calendars, shelf labelling and promotional space to better reflect the British season. For suppliers and growers, there is an opportunity to work with buyers on forward programmes that lock in seasonal British volumes, while communicating provenance more clearly in-store and online—moves that could build trust, reduce unnecessary food miles and keep more value in the UK supply chain.

Sources: Riverford research as reported by Farming Online (28 Aug 2025) and UK import/production shares from Defra’s Horticulture Statistics 2024.