New research has revealed that despite media efforts, almost two-thirds (64%) of UK consumers are unsure of what the Red Tractor assurance scheme is, and around half of these people have never heard of it.

The news comes from a survey commissioned by online retailer AO.com which found consumers are becoming more food conscious, and 70% of them believe they should be shopping locally.

The report indicated shoppers mainly want to buy locally because it’s better for the economy, improves the environment, and they see it as patriotic, according to the survey.

Reasons for wanting to buy locally in the UK:

Better for the economy – 36%

Important for the environment – 35%

Shows pride in my area/patriotic – 31%

More ethical – 29%

Better tasting – 27%

Consumers are willing to pay more for locally-sourced produce. Sixty per cent of UK consumers would be happy to pay on average 20% more to a local food supplier, with 1 in 10 of them happy to pay more than 50% over the standard supermarket price.

There is still a way to go before local produce makes up the majority of our food shop however. 42% of the UK think it’s impossible to only buy from locally sourced providers, as there is not enough option.

David Lawson, managing director at AO.com commented on the new research: “As consumers are becoming more conscious about their carbon footprint and the need to help the environment, attention has turned to the food they’re buying and how far it has travelled to get to their kitchens.

“People are realising that buying from local providers, whilst more expensive, can provide better quality produce which is also better for the environment.

“Our campaign ‘From Farm to Fridge’ details the journey that some common staples in the average UK fridge have taken to get there, highlighting the food products which are racking up the air miles.”