Waitrose Sees Surge in Demand for British Produce Amid Growing Consumer Support for Local Farming

Waitrose has reported a significant increase in sales of British produce, attributing the surge to heightened consumer interest in supporting local farmers and sourcing seasonal, homegrown food.

Image: John Lewis Partnership

The trend is influenced by popular farming television programmes such as Clarkson’s Farm and Jimmy and Shivi’s Farmhouse Breakfast, which have raised awareness of the challenges faced by UK farmers.

According to Waitrose, sales of British thick-cut sirloin steak have risen by 193% compared to the same period last year, while Jersey Royal new potatoes are up by 89%, and British strawberries have seen a 151% increase. Other British-sourced items experiencing notable growth include red Leicester cheese (up 50%), organic Duchy mature cheddar (78%), Cox apples (52%), Gala apples (30%), and early British asparagus (25%) .

Jake Pickering, Head of Agriculture, Aquaculture and Fisheries at Waitrose & Partners, commented: “Farming shows are doing more than just entertaining us; they’re making the public stop and think about British farming, the people behind it, and the challenges they face. Our customers are telling us they want to support UK producers, and we’re proud to be a retailer that champions them every step of the way” .

The retailer also noted a significant uptick in online searches for British produce, with terms like 'British strawberries' and 'early British asparagus' seeing increases of 276% and 550% respectively .

This growing consumer preference for British produce aligns with Waitrose's ongoing commitment to support UK farmers. Earlier this year, the supermarket launched a £500,000 fund aimed at assisting British farmers in transitioning to net-zero emissions .

The surge in demand reflects a broader 'farm-to-fork' movement gaining momentum across the UK, with chefs, influencers, and restaurateurs increasingly highlighting British ingredients in their offerings. This trend underscores a shift towards more sustainable and locally sourced food choices among UK consumers.