Customers expressed concern that too many organic vegetables from supermarkets were imported from abroad or excessively packaged, during a national survey of HDRA members.

HDRA members involved in Supermarket Watch monitored the sourcing and monthly average prices of organic vegetables in supermarkets nationwide every month from April to December 2004. In the first survey of this kind, HDRA was able to gain a rare insight into the purchasing habits of “committed” organic consumers.

More than 300 participants made almost 24,000 recordings of individual vegetables during the project. They covered most regions in the UK, eight supermarket chains and 65 types of vegetable, which were found to have originated from 42 different countries.

Almost 40 per cent of respondants stated that more than 80 per cent of  the vegetables they brought were organic, and on average, they purchased 65 per cent of their organic vegetables in supermarkets. This highlights that even committed organic consumers did not buy 100 per cent organic vegetables and they mainly shopped at supermarkets. 

HDRA Research Officer Natalie Geen said: “The key issues for committed organic consumers taking part in Supermarket Watch were the lack of local or UK organic vegetables available and their level of packaging.”

The most frequently purchased organic vegetables were carrots followed by potatoes, tomatoes, broccoli and onions. Availability of these key crops did not seem to be an issue, but several participants said they would also like to be able to buy a wider range, including more organic asparagus, aubergine and peppers. 

Supermarket pricing

The survey found that, contrary to reports from growers, organic vegetable imports were not cheaper than UK-sourced produce. Furthermore, statistical analysis found the price of UK potatoes, carrots and broccoli to be significantly less than imports, in various months. This may be due to imports being able to meet higher quality or continuity requirements.

Supermarket sourcing

For most crops analysed the UK was the dominant source during the UK cropping season. Outside this season, key countries for organic imports were found to be Spain, Israel, France and the Netherlands. However, onions were found to come from as far as Chile and Argentina. Several participants were shocked to find out how many organic vegetables were imported. Many people claimed they would prefer to see local or UK produce stocked, even if it meant they could only buy it seasonally. Others said they would prefer to buy locally-grown conventional vegetables.

There appeared to be scope for increasing UK share to nearer 100 per cent during the UK season or increasing the proportion at each end of the season. Onions had particularly low UK availability, however it is difficult crop to grow here organically.

Packaging

The packaging of organic vegetables was another key concern amongst respondents. As many people consider organic food to be more sustainable for the environment they would prefer to see less packaging or for it to be recyclable. 

A full report on Supermarket Watch will be available from HDRA  at www.hdra.org.uk.