- Popular farming shows create a surge in UK grown produce in support of British farmers
- Sales of British produce are soaring with British strawberries, Jersey potatoes and beef up 151%, 89%, 193% compared to this time last year.
- Searches on Waitrose.com for ‘early British asparagus’ and ‘british strawberries’ up 550% and 276% over the last month.
British farming is back in the spotlight - and the nation’s shopping baskets are showing it.
Waitrose has reported a surge in demand for homegrown food as a new wave of popular farming shows — including Jeremy Clarkson’s and Jimmy and Shivi’s Farmhouse Breakfast series — inspire consumers to support British farmers and buy more local, seasonal produce.
Waitrose has seen dramatic increases in both sales and searches for British-grown ingredients. Compared to this time last year, sales for:
In the last 6 months, sales for:
In the last month, searches on Waitrose.com show:
- ‘British strawberries’ +276%
- ‘Early British asparagus’ +550%
- ‘British honey’ +100%
- ‘British beef’ +107%
- ‘Jersey new potatoes’ +77%
Jake Pickering, Head of Agriculture, Aquaculture and Fisheries at Waitrose & Partners, said: “Farming shows are doing more than just entertaining us; they’re making the public stop and think about British farming, the people behind it, and the challenges they face. Our customers are telling us they want to support UK producers, and we’re proud to be a retailer that champions them every step of the way.”
The movement extends beyond the supermarket shelves. The ‘Farm to Fork’ trend is gaining cultural momentum, with chefs, influencers and restaurateurs highlighting British produce.
Chef Julius Roberts champions all things British produce, sharing recipes such as British asparagus puff tarts and Seb Graus, has shared his seasonal asparagus, leek and pea orzo. New restaurant openings this May including Stevie Parle’s “Town” in Covent Garden, are also celebrating British produce, showcasing sustainable British ingredients and dishes, such as ‘Potato bread with Wildfarmed beef dripping’.
Emilie Wolfman, Trend Innovation Manager at Waitrose, comments “We're observing a shift in how our customers shop, with more actively supporting farmers by filling their baskets with British-grown produce, including berries to local cheeses and beef. What we’re seeing is a genuine shift in how people shop and more people wanting to connect to where their food comes from.”
The rise in interest is also playing out across social media, with mentions of “farm to fork” up 20% year-on-year, and discussions about local honey alone growing 28% since this time last year.*
From field to fork, the message is clear: British-grown food is having a cultural and commercial moment — and customers are hungry to be part of it.
*Mintel data
