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UK shoppers have more choice than ever before when it comes to choosing local, regional, national or international food and grocery products. With increased migration into the UK, International food aisles have expanded to meet the demands of the new culturally and ethnically diverse population.
IGD research in 2007 has shown a juxtaposition where UK shoppers believe it is very important to support British farmers, and also producers in developing countries. There has been increased popularity in purchasing local and regional food from a variety of channels, ranging from farmers markets to supermarkets. However, with broader concerns about climate change being high on the consumer agenda, to what extent are shoppers questioning how far their food has travelled and how it has been produced?
IGD's Home or Away – The Role of Provenance report looks specifically at place of origin and the extent to which this relates to the desire for authentic, high quality and tasty products. It also probes the demand for year round availability versus concerns over the environment and food miles. Does this focus on food miles represent a growth opportunity for local and regional foods, or does the plight of developing nations strike a stronger chord?
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