Despite being a nation of foodies, it seems Brits are clueless when it comes to knowing what foods are in season, new research has suggested.
With a surprising one in ten believing all fruit and vegetables are available throughout the year, the study also found a third didn't realise certain produce would taste better in particular months.
Conducted by Innocent Drinks after partnering with not-for-profit organisation Grow-It-Yourself, the surprising results of the survey included:
- One in ten adults think apples are exactly the same regardless of the season.
- A fifth believe runner beans are at their best in spring.
- 15 per cent think cress can grow in any season.
- 38 per cent consider swede, at its best in winter, to be a summer vegetable.
- 53 per cent believe clementines are at their best in summer.
- 45 per cent think plums are autumn fruits.
- 47 per cent believe spring greens are summer vegetables.
The survey went on to reveal that for 59 per cent of shoppers, the cost would be the most influential factor for choosing what to buy, while only 16 per cent consider seasonality to be the deciding reason.
Michael Kelly, founder of not-for-profit organisation Grow-It-Yourself and partners in the campaign said: "It’s a fact that food growers have a better understanding of nutrition and eat more fruit and veg."
"Over the years we have repeatedly seen how even the simplest food-growing experience can make children passionate about what they eat, and help them develop a greater understanding and ‘food empathy’."