According to a recent survey conducted by Bord Bia, 79% of Irish consumers believe that locally-grown vegetables are of higher quality. Additionally, almost three quarters of respondents stated that they are willing to pay more for these vegetables. The online survey, carried out by the Bord Bia Thinking House in November, involved 2,043 Irish adults who regularly purchase fresh produce as part of their grocery shopping.
The research also found that vegetables are considered good value for money by 90% of respondents. Interestingly, vegetables were identified as the category least likely to be cut back on in the grocery shop due to cost-of-living pressures. Furthermore, the survey revealed that 90% of consumers expressed a desire to support local fruit and vegetable growers.
In light of these findings, Bord Bia is encouraging consumers to buy fresh, local, in-season fruit and vegetables in order to support local growers. The Irish Food Board is urging consumers to check information on packs and labels, such as the Bord Bia Quality Mark, to ensure that the produce they purchase is locally grown. Despite challenging planting conditions in March and April, Bord Bia has stated that new-season potatoes and field vegetables are currently in plentiful supply.
A variety of vegetables are currently in season and readily available in Ireland during July. These include new season ‘Queens’ potatoes, cabbage, broccoli, carrots, scallions, courgettes, cauliflower, swedes, parsnips, beetroot, strawberries, lettuce, and tomatoes. To educate people about what is in season and the benefits of buying seasonal produce, Bord Bia has developed an interactive ‘best in season’ calendar.
Minister of State at the Department of Agriculture, Food and the Marine (DAFM), Pippa Hackett, emphasized the importance of considering the origin of produce when making purchasing decisions. Hackett stated, “I would encourage consumers, wherever they buy their fruit and vegetables, to give real consideration to where the produce is coming from and always buy fresh, in season and locally grown where possible.”
Lorcan Bourke, sector manager for fresh produce and potatoes at Bord Bia, highlighted the positive attitudes of grocery shoppers towards fresh vegetables and their willingness to support local growers. Bourke stated, “We would like to encourage people to take that extra step at point of purchase and check the label for source information to ensure they are buying the freshest, tastiest locally grown, in-season produce which also allows them to eat in the most healthy and sustainable way possible.”