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Although 79% of Brits think it is important to buy local produce, just 30% do so in a typical week, according to a new survey.

The YouGov poll of over 2,000 adults from across the UK, conducted last month on behalf of East of England Co-op, also found 47% of those questioned thought they could buy local produce in a supermarket - but only 18% thought they could buy it in a c-store.

East of England Co-op has released the stats ahead of the launch of its Sourced Locally Fortnight, which runs from 1 to 14 June. The co-op works with about 140 local farmers and producers - many of whom deliver direct to its stores. It claimed that, as well as cutting food miles, reducing waste and boosting quality, its Sourced Locally initiative had resulted in more than £34m being invested back into the regional economy since it started in 2007.

One of its recent successes has been the 100% locally sourced self-service Deli-to-Go operation that last year replaced its traditional deli counters. East of England this week said sales of its deli products were up 13% on previous years.

The survey found veg (51%) and meat (40%) were the local products survey respondents said they would be most likely to buy. While food and drink accounts for the bulk of East of England local lines, it has also been listing local non-food. This has included cleaning products and the Barbecube barbecue charcoal brand. The co-op is also hoping to fill what it said was a gap in the market for locally sourced snack foods.