News Article

Seasonal Food



In 2010 SERIO carried out a consumer research study for Defra, looking at current awareness, attitudes and behaviour towards seasonal food.

Fourteen focus groups were held across England, Scotland, Wales and Northern Ireland and the findings were used to in-form the development of an online questionnaire completed by a national sample of 1,200 consumers.

The work formed part of larger project carried out by the agricultural consultancy, ADAS, examining the environmental impact of seasonal food.

The data were then used to construct a market segmentation model and to make recommendations for Defra's future food policy. This study builds on previous consumer and trade research for Defra, mapping the markets for local and regional food.



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