'Brit products should be easier to identify'

Shoppers want UK items...finding them is the problem

- Steph Spyro

THE majority of shoppers prefer to buy British — but most want a hand identifying the homegrown produce more easily.

A poll of 2,000 adults found 59% would rather buy food that is made or harvested here.

But eight in 10 think retailers should make it easier to spot those goods in stores.

Eggs, milk, potatoes and fish are among the items we are most inclined to seek out.

The research was commissioned by Discover Seafood, an initiative run by The Fishmongers' Company, which is urging supermarkets to stock more British species to meet consumer demand for local produce and support our fishermen.