New research shows that 79% of us now cook with European products at least once a week according to a survey by Discover the Origin.
Not only are consumers keen to try out European ingredients, with 46% saying they like to experiment with foreign produce, but 62% even incorporate them into traditional British dishes.
The survey also revealed 91% of us state that the quality of the ingredients we use is important. And for women, the main assurance of quality is knowing where our food comes from with 64% believing that origin matters; this is why labelling systems such as the PDO* on food and the AOC* or DOC* appellation on wine are such important guides which provide an easily recognisable guarantee of quality.
This predilection for origin guaranteed ingredients is now so ingrained in the British psyche that it remains a key purchasing criterion, even during difficult economic times; as a result, products such as Parma Ham (+31%), Parmigiano-Reggiano (+22%), Burgundy wines (+20%), Ports and Douro wines (+1.6%) have all seen an increase in sales in the last two years, defying recession and ensuing market challenges.
Source: Discover the Origin
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