Would you be willing to pay more for locally sourced products?

London loves to shop locally according to new research, which has revealed that the majority of the capital is happy to pay more for locally sourced produce rather than those which come further afield.

The news comes from a survey commissioned by online retailer AO.com which found that 63% of London consumers would be happy to pay on average 20% more to a local food supplier, with around 1 in 10 of them happy to pay more than 50% over the standard supermarket price!

As attitudes continue to change, following increased awareness of the environmental impact of imported food, our behaviour towards the weekly food shop shifts too. Shopping locally appears to have emerged as a favourable option for many consumers looking to reduce their carbon footprint.

There is still a way to go before local produce makes up the majority of our food shop however. 35% of London thinks it’s IMPOSSIBLE to only buy from locally sourced providers, as there is not enough option. The same amount of people in London are unsure what the “Red Tractor” food assurance scheme is.

The research comes in support of a new campaign aimed at highlighting the food which the UK produces the most of, and the items which are more commonly imported.

The survey also revealed:

• 69% of people in London said they would be willing to sacrifice food choices in order to only buy products when they are in season.

• 35% said they would grow their own produce in their garden/allotment, but they don’t have the facilities.

• Almost half of the people in London (45%) are still not taking their own plastic bags to their weekly food shop

• 39% of Londoners believe buying locally-sourced produce is better for the economy, and 26% think it shows pride in their local area.

David Lawson, Managing Director at AO.com commented on the new research:

“As consumers are becoming more conscious about their carbon footprint and the need to help the environment, attention has turned to the food they’re buying and how far it has travelled to get to their kitchens.

“People are realising that buying from local providers, whilst more expensive, can provide better quality produce which is also better for the environment.

“Our campaign ‘From Farm to Fridge’ details the journey that some common staples in the average UK fridge have taken to get there, highlighting the food products which are racking up the air miles.”