Where does your Christmas dinner come from? REFRAME urges you to buy local

By Katy Askew

- Last updated on GMT

Much of the food on supermarket shelves has travelled long distances to reach your plate. European project REFRAME urges consumer to buy local food this Christmas.

REFRAME, which is funded by Interreg North Sea Region, is calling on consumers to support local economies and rural jobs by purchasing locally produced foods this Christmas. The project believes that by shortening the food chain, consumers can reduce food miles and cut carbon emissions.

REFRAME also suggested consumers are likely to get higher-quality produce if they shop locally. “For each step that is added in the food value chain there is a chance of reducing the quality,”​ the project coordinators argued.

The time could be ripe for such a call. According to recent research from shopper insights group IRI, European consumers are increasingly interested in buying locally produced products.

The report highlighted the growing importance of geocentric purchasing, with seven out of ten European shoppers identifying “strongly​” with ethical purchasing practices and expressing a “clear preference​” for buying locally sourced products.

The survey, which gauged the opinion of more than 3,000 European consumers across seven countries, including the UK, Italy, France and Germany, discovered ethical considerations have become closely linked with regional production.

“Consumers are increasingly aware of the fact that food grown closer to home means fewer carbon emissions, will be fresher and supports the local economy, and as a result we’re seeing local and national brands starting to win consumers’ hearts and minds,”​ Olly Abotorabi, Senior Regional Insights Manager at IRI, commented.

Watch the video to find out more about why REFRAME thinks you should shop locally for your Christmas dinner this year.

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