Somewhere along the way, food stopped being local

For generations, communities bought food from nearby farms and producers. Today, much of what we eat travels hundreds or even thousands of miles before reaching our plates. Farmers receive less of the value, consumers have less connection to where their food comes from, and local food networks have weakened.

The Reality of Modern Food

  • 45% Of UK Food is Imported

    Almost half the food consumed in the UK comes from overseas, despite the UK having a strong farming sector and excellent growing regions.

  • 84% Of Our Fruit Comes Form Elsewhere

    The UK grows just 16% of the fruit we consume, meaning most apples, berries and other fruit travel long distance before reaching our plates.

  • 10.7 Million Tonnes Wasted

    The UK throws away around 10.7 million tonnes of food every year while farmers and producers struggle to receive a fair share of the value they create.

Sources: UK Government Food Security Report, UK Trade in Food Statistics, and UK Parliament Research Briefings.

When Did Food Become So Complicated?

Walk through any supermarket and you'll see packaging covered in images of farms, fields and family producers.

Yet many of these brands are not the independent farms they appear to be. Names, imagery and marketing can create the impression of a direct connection to a traditional British farm.

In reality, many products pass through large supply chains involving multiple producers, processors and distributors before reaching the shelf.

For shoppers, it can be surprisingly difficult to know exactly who produced their food, where it came from, how it was raised or grown, and how much of the final price reached the people responsible for growing it.

When the story behind our food becomes harder to see, trust begins to disappear.

Not Every Farm Is a Farm

Before We Begin

Many supermarket products are sold under names that sound like traditional British Farms.

While these brands often evoke images of local producers and family farming, the reality can be far more complex.

Here are two examples that have sparked debate about transparency in the food system.

Ashfield Farm

Ashfield Farm is one of Aldi's own brand meat ranges.

Despite the name, there is no individual farm called "Ashfield Farm" supplying these products.

The branding uses imagery associated with traditional farming, even though the products come through a much larger supply chain.

Birchwood Farm

In 2024, Lidl faced questions from MP's about its Birchwood Farm branding.

During the hearing, Lidl confirmed that Birchwood Farm is a brand name rather than an actual farm.

The debate highlighted how difficult it can be for consumers to distinguish between a real farm and supermarket owned branding.

Why This Matters?

This isn't about whether food comes from a small farm or a large producer.

It's about transparency.

Shoppers deserve to know who produced their food, where it came from and what they're actually buying.

When branding creates the impression of something that doesn't exist, trust in the food system begins to break down.

Sources: UK Parliament EFRA Committee evidence sessions (2024), retailer product information, BBC News, Farmers Weekly and The Grocer.

The Proper Local Difference

We believe food shouldn't come with a detective mission.

Every product we sell comes directly from a named Somerset producer.

We don't just tell you where your food comes from. We show you.

No invented farm names. No unnecessary middlemen. No guesswork.

Just real food from real people.