Despite most of us knowing that food tastes better when it’s in season, few people actually shop that way, new research has found.
A staggering 77% of Brits don’t know which fruit and veg grow at what time of year – even though 83% agree food is tastier at its seasonal peak.
Meanwhile just 8% of shoppers check whether produce is in season before buying their groceries, according to new figures from Yeo Valley Organic.
The findings highlight widespread confusion around seasonal produce. Just 24% of people correctly identified when strawberries are in season, while many mistakenly believe that tomatoes (40%) and apples (36%) are naturally in season during spring.
In reality, UK spring produce is more likely to include asparagus, broad beans, cabbage and leeks.
With many of us seeking fresher, more natural and flavourful foods at this time of year, Yeo Valley Organic is marking the season by bringing a one‑of‑a‑kind mini meadow to central London.
The tiny patch of paradise uses genuine Somerset pasture, inviting visitors to slow down, stretch out and “graze” among the grass while sampling delicious‑tasting, free‑range organic milk – which is naturally pure.
Verity Richardson from Yeo Valley Organic said: “Spring is when everything comes back to life on the farm. Our cows are out grazing on lush, organic pastures, full of natural diversity. We know many people want to eat more seasonally, but it’s not always easy to know where to start.
“By bringing a little piece of the Yeo Valley Organic founding farm from Somerset to the middle of London, we’re helping people reconnect with where their food comes from and experience just how good milk can taste when it’s produced in harmony with the seasons.”
The Yeo Valley Organic meadow will be in London on May 21 at Reuters Plaza, Canary Wharf Estate, London, E14 5AJ