Within the food market "provenance" has come under scrutiny as
consumer demand for locally, regionally and nationally produced
food has grown. During the recession the issue of food miles is
less under the spotlight than the opportunity to support local and
The UK's major food retailers have all developed policies to
maximise domestic sourcing of food in response to perceived
customer demand, although there are also likely to be some cost
However, awareness levels among consumers about the origin of
their purchases vary and there is considerable scope for further
This report asseses the influence and importance of food
provenance. Among other things it assesses awareness levels among
consumers about the origin of their purchases, and the importance
and attitudes to the source of various food types.
table of contents.