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British food: 83% value provenance but only 34% seek it out
By Elinor Zuke2026-09-29T08:25:00
Eight in 10 shoppers say Britishness matters when buying food and drink, yet fewer than half actively look for British-labelled products, new research reveals
New Savvy research exposes a significant attitude-action gap in British food buying, with dairy and fresh meat topping provenance priorities but alcoholic drinks lagging well behind.
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