Half of British adults do not know that vegetables such as courgettes, cucumbers and aubergines can be grown in the UK.
A poll of 2,000 adults found that many people assume common ingredients, including peppers, sweet potatoes and runner beans, only come from abroad.
Blueberries and cherries were also among the foods people most often believed to be imported.
The poll found that 43 per cent of adults do not feel confident knowing which fruit and vegetables are in season at any given time of year.
This lack of awareness shapes what people cook. Dishes such as pizza, fish and chips and spaghetti bolognese feature among the meals people cook most often on repeat.
Close to half of those surveyed, 47 per cent, said they tend to cook the same meals all year round.
Eight in ten adults say supporting British or local farmers matters to them, yet only 27 per cent think about whether fruit and vegetables are UK-grown when they shop.
Even so, 68 per cent agree that fruit and veg tastes better when eaten in season, with strawberries cited as a clear example.
Gen Z came out as the most confident generation when it comes to knowing what is in season, scoring higher than older age groups.
Aldi commissioned the research and has partnered with farmer and TV personality Harriet Cowan to highlight the benefits of buying British-grown fruit and veg and to draw attention to the farmers who produce it.
Harriet selected a series of seasonal recipes using British-grown produce to spotlight the fruit and vegetables available from the UK. Details are available at aldi.co.uk/harrietcowan.
Harriet Cowan said: “I’m passionate about highlighting the brilliant work British farmers do to bring high-quality food to our tables. I’ve loved teaming up with Aldi to learn more about the fruit and veg we grow here in the UK and to shine a light on what’s in season. When you choose British produce, you’re supporting farmers who work in all weathers and are closely connected to the land and the seasons. That really matters.”
When it comes to shopping decisions, cost is the biggest factor for 56 per cent of people. Supermarket deals influence 46 per cent, nutritional value and health matter to 49 per cent, and convenience plays a role for 36 per cent, according to OnePoll.com figures.
Habit also shapes what people buy. Half of those surveyed, 50 per cent, said they tend to stick to the foods they already eat.
Julie Ashfield, chief commercial officer for Aldi, which is committing more than £5 billion to long-term agreements with British suppliers and aiming to source 50 per cent of its domestic produce through these by the end of 2027, added: “With so much food available year-round today, it’s understandable that many people reach for the same staples and assume certain fruit and veg must be imported. But plenty of those everyday ingredients can be grown here in the UK. We know shoppers care about backing British farmers, and shopping more seasonally can be an easy way to bring more variety to mealtimes while supporting British growers. That’s why it’s so important to continue investing in British suppliers and making seasonal produce more visible and accessible for customers.”
Top 10 fruit and veg Brits did not know were grown in the UK:
- Kiwi
- Aubergine
- Peppers
- Sweet potatoes
- Sweetcorn
- Blueberries
- Cherries
- Courgettes
- Asparagus
- Cucumber