UK shoppers want to go greener, but are confused about fresh produce

UK shoppers want to go greener, but are confused about fresh produce

Most UK shoppers want to be more eco-friendly, but aren’t sure how to do it, new research by UK vegetable producers reveals.

Two thirds of shoppers says they want to be more eco-friendly in the New Year, yet 74% say they are still unsure how to identify sustainable products and activations when shopping in store.

Sainsbury’s recently announced that it will be eliminating 15 tonnes of plastic from their range and encouraging shoppers to compost their leftover vegetables, while Tesco is launching a new pilot scheme called loop, to encourage Brits to buy products in reusable packaging that can be returned to store when finished.

To go greener, shoppers are usually advised to purchase fruit and vegetables grown closer to home to reduce the significant food miles and lower their carbon footprint.

Recent research commissioned by the UK and Ireland Mushroom Producers found that 24 per cent of respondents rarely or never consider how environmentally friendly the food they eat is.

The research also revealed that over 50% of Brits think that seasonal pumpkin is unsustainable, and 45% believe mushrooms are not environmentally friendly at all.


In fact, pumpkin production is a sustainable process, with no significant damage to air, water, land, soil or forests, but many pumpkins are wasted after Halloween takes place, with more than 18,030 tonnes discarded in London alone last year.

It is estimated that 95% of pumpkins are destined to be carved into decorative lanterns this year, with only around 5% of them used as ingredients in recipes.

Leftover pumpkins can be used in a range of recipes, helping to minimise food waste and create warm, autumnal dishes for all the family.

Meanwhile, purchasing British and Irish produce such as mushrooms, instead of imported counterparts, can help to keep food miles down while reducing carbon footprint.

The UK and Ireland Mushroom Producers provide enough mushrooms to supply the whole of the UK’s supermarkets, available 52 weeks of the year.