A recent survey of 2,000 adults in the UK revealed that many are unaware that commonly consumed vegetables such as courgettes, cucumbers, and aubergines can be cultivated locally. Additionally, fruits like blueberries and cherries are often mistakenly thought to be exclusively imported. While 80% of respondents express a desire to support British farmers, only 27% actively consider the origin of their produce when shopping. The study, commissioned by Aldi, highlights the collaboration with farmer and TV personality Harriet Cowan, who aims to promote the benefits of choosing British-grown produce through seasonal recipes. Nearly 68% of participants believe that seasonal fruits and vegetables taste better; however, 43% admit to lacking confidence in identifying seasonal produce. Aldi's chief commercial officer, Julie Ashfield, noted that consumer habits and cost considerations often lead shoppers to stick to familiar staples, despite the availability of local options. Aldi is committed to sourcing 50% of its produce domestically by 2027, investing over £5 billion in British suppliers.