LOCALLY produced food is becoming more popular with shoppers, say researchers.
Demand for fresh goods - coupled with support for local producers - are the main reasons driving the trend, says a Food From Britain poll.
Nearly two-thirds of the 2,000 shoppers questioned said they bought locally-produced goods - up 6% on last year.
Supermarkets were named the most popular place to buy local goods, followed by farm shops, butchers' shops and farmers' markets.
Respondents in Wales and Scotland defined the term `local' as being from their own countries.
People in England felt it related to the county.
Food From Britain, a market development consultancy, is urging pubs and restaurants to name locally sourced foods on their menus.