Recently conducted market research has shown that a large majority of Australian consumers want to support local farmers and growers when they buy their fruit and vegetables. The research, conducted as part of a project for AUSVEG, showed that 80% of consumers surveyed agreed with the statement: “I purchase Australian produce because I want to support our farmers and for Australia to have a viable industry.”
AUSVEG is the National Peak Industry Body representing the interests of approximately 9000 vegetable and potato growers around Australia.
“Australian vegetable growers work incredibly hard and are incredibly proud of the vegetables that they produce and this research shows that local consumers recognise the effort that goes into growing such high quality product,” said AUSVEG Communications Officer Hugh Gurney.
The research also showed that 67% of the consumers surveyed would be willing to pay a little more for Australian produce.
“What the research is showing is that contrary to popular opinion that price always wins out, the consumer is actually willing to pay more for Australian grown product and that 80% of them are looking to buy Australian,” said Mr Gurney.
“It is heartening to see the level of community support for the individuals and families that make up our local vegetable growing operations.
“The research indicates that consumers have a preference to support Australian farmers and want the peace of mind that the food that they feed to themselves and their families comes safely from Australian farms,” he said.
The study found that only 11% of Australian consumers do not care if the fruit and vegetables that they buy is imported or produced in Australia. The research involved three in-depth group interviews and a broader study of 907 Australian grocery buyers. It was conducted by The Klein Partnership, a market research consultancy based in Melbourne.
This research comes on the back of Coles recently announcing that all 30 Coles brand frozen vegetable lines will be sourced exclusively from Australian growers.
This project has been funded by HAL using the National vegetable levy and matched funds from the Australian Government.
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