Ocado, the online supermarket, has conducted a recent study revealing that a staggering 70% of the British population has expressed a growing interest in consuming more seasonal produce this year, prompted by recent shortages of fruit and vegetables nationwide. Despite this upsurge in demand, the survey has indicated that 47% of the respondents are unaware of the timing for produce availability both in the UK and abroad. Consequently, less than one-fifth of the British population currently choose to purchase produce based on its seasonal availability.

According to the findings of the study, most consumers are under the false impression that a majority of fruit and vegetables are cultivated during the summer. The survey reveals that 39% of the respondents erroneously believed that plums are summer produce, and almost one-third of the participants assumed that rocket, pomegranates, and rhubarb were grown during the warmer months.

In contrast, Ocado’s Retail Trading Manager for Produce, Martha Springham, has underscored the many benefits of eating seasonal produce, stating, “That’s why we champion a different selection of in-season fruit and veg every month via our ‘In Season’ aisle. The aisle offers customers high quality, great value produce alongside advice on how to get the most out of them in the kitchen, and because our products don’t hang around on a shelf, fresh produce could still be on the tree or in the ground when our customers add it to their basket.”

Ocado’s ‘In Season’ aisle for April features items such as rocket, radish, rhubarb, and blueberries, among other products. The company is aiming to educate its consumers on the importance of seasonal produce consumption, and it plans to help its customers enjoy the many benefits of eating fresh, in-season produce.