Public worries over food miles increase, says IGD

One in six Britons (16%) now say the distance food travels is one of their top five concerns about food production, up from 9% in 2003, according to Shopper Trends – Five Years On, IGD’s latest research into consumer behaviour.

“The food miles debate has helped to reignite our interest in where food comes from and how it is produced, but food miles don’t tell the whole story about the environmental impact of food and drink products,” said Joanne Denney-Finch, chief Eexecutive at IGD.

“On average, transportation accounts for only 13% of carbon emissions in the food chain.

“Because of the complexity, IGD is helping the British Standards Institute, the Carbon Trust, Defra and the food industry to prepare a common methodology for measuring carbon emissions and leading sustainable distribution initiatives to reduce the environmental, economic and social impacts of food distribution.

“The challenge for the industry is to measure total greenhouse emissions, including embedded carbon, accurately, and factor in other environmental and social impacts such as the amount of energy and water used or animal welfare.”

Denney-Finch said being “transparent and telling a compelling and credible story” about how and where products are produced can help address consumer concerns about climate change.

“Demonstrating provenance is becoming hugely important to discerning UK shoppers. Expect to see this story-telling happening in increasingly innovative ways throughout 2008,” she said.