Almost a third of Brits feel disconnected from where their food comes from

A poll of 2,000 adults found supermarket shopping means 40 per cent rarely consider where the ingredients for their meals are made.

While 39 per cent hardly think about seasonality or origin due to the availability of products all year round, and 18 per cent put it down to living in a city and never seeing farming or food production in action.

Despite this, 53 per cent said where produce is made is important to them and 48 per cent would like more opportunities to learn about the people behind their meals.

The research was commissioned by Nestlé, as part of its ‘Made by Britain’ campaign, which showcases the journey of food from farm to fork, encouraging the nation to slow down and reconnect with what they eat.

It teamed up with ultra-marathon runner Rob Pope, to take on the ‘Taste Trail’.

This will see him travel more than 500 miles on foot in 14 days From Ayrshire, on the west coast of Scotland to Brighton, with his journey being shared in a series of mini-episodes throughout September.

Rob said: “As a runner, food was always fuel to me, and this research shows that a lot of people clearly feel the same way.

“All too often we grab food and eat it quickly, without thinking about where it came from or who made it, which is why I’ve set myself this challenge.

“I’ve spent my life trying to go faster, but now I want to slow down and learn where my food is grown and produced.

“I’m excited to meet the people behind the ingredients which end up in your morning coffee and your favourite chocolate bar.”

The research also found for 24 per cent of those polled, being distracted by phones or other screens while eating was the main reason for being detached from dinner.

A quarter (25 per cent) are inspired to learn about their food by understanding where it comes from, while 24 per cent are encouraged to do so by shopping at local markets.

But 21 per cent said a desire to support local farms would motivate them to learn more, while 57 per cent of those polled, via OnePoll, would like to dedicate more time to eating what’s on their plate.

It also emerged 78 per cent believe food plays an important role in bringing people together with family, friends and communities.

With 69 per cent more likely to purchase a product knowing it was sourced locally.

Dr Emma Keller, a spokesperson for Nestlé, which is donating more than 300 meal equivalents to food distribution charity, Felix, for every mile covered by Rob, said: “Most of us pick food up from a supermarket shelf without thinking too much about how it got there.

“But behind every product are the farmers, factory teams and local communities who make it possible.

“So much of the food we know and love are not just made in Britain but made by Britain.

“The Taste Trail is about following that farm to fork journey and meeting some of the people involved along the way and Rob is helping to shine a light on all the steps behind the food we eat, and just as importantly, how we make sure that any surplus food reaches those who need us most.”