Consumers not so green when it comes to price

According to a report from the UK’s Food Standards Agency (FSA), consumers 25-54 years old likely to spend more on products produced in a sustainable way, would only spend ‘a little more’ rather than ‘a lot more.’

Additionally, a large number of respondents admitted that they would prefer a choice of fruit/vegetables all year round even though this would mean more air transportation or admit they would like to choose from a wide variety of fish regardless of stock levels.

Although most of those surveyed said they have carried out at least one ‘food related environmental activity’ in the last two months, not many are carrying out distinct activities such as buying free range eggs, buying locally farmed meat, choosing fair trade products, buying organic meat/poultry or choosing food based on air miles.

The Food and Drink Federation (FDF) has been working to ensure that the environmental leadership and practice already being shown by food and drink manufaturers is clearly articulated and built upon. Callton Young, FDF Director of Sustainability and Competitivenes, states that consumers still demand that food and drink manufacturers and other companies in the food chain behave responsibly, and work to reduce their environmental impacts wherever possible.

Bottom line: It's not easy being green.

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Consumers want 'green' without sacrifices
Whole Foods and Wal-Mart do battle on a green field
“Food Miles” watch expanding in US, shrinking in Europe