Shoppers want more British food in supermarkets after horse meat scandal

In the wake of the horse meat scandal, consumers have told the NFU that they want to see more British food on supermarket shelves and in restaurants.

More than 86 per cent of shoppers are as likely or more likely to buy more traceable food that has been produced on British farms. A further 78 per cent agree or strongly agree that supermarkets should sell more British food.

The results of the One Poll survey, commissioned by the NFU, come as the farming organisation holds its national conference in Birmingham today (Wednesday 28 February) with Tesco chief executive Phillip Clarke due to address the morning session, Farming Delivers for the Economy.

NFU President Peter Kendall said he believed shorter, more traceable supply chains would help alleviate the problems which have come to light in recent weeks.

“Farmers have been furious about what has happened,” he said. “They have spent many years working to ensure the British supply chain is fully traceable from farm to pack and building strong principles which are embodied in assurance schemes like Red Tractor. For me this is fundamental for consumer confidence.

“But more than that, I want to see retailers working on re-building consumer trust, improving transparency and so partnership with farmers and the rest of the supply chain is critical. However, what we see currently in some sectors is real short-termism. The margin distribution in the supply chain needs more transparency and joined-up thinking to tackle the dual challenges of volatility and environmental pressures.

“Our research also demonstrates the demand for British-farmed products, so retailers, processors and food service companies have a responsibility to ensure there is clear country of origin labelling on the products that consumers purchase. Fifty-one per cent told us they find the information on food origin either confusing or very confusing. This has to change.

“More needs to be done to make labelling clearer and the NFU lobbies hard on this issue. To consumers I say: be more demanding. Ask retailers where the food they are selling comes from and look out for the Red Tractor logo carrying the Union flag so you will know the food you are buying is produced to good standards and traceable from farm to pack.”