New research reveals Aussies don't know where their food comes from.
Australians are losing touch with essential fresh produce knowledge with many people unsure how common fruit and vegetables are grown, so says new independent research* released by Harris Farm Markets. The study found one in six Aussies (16%) are unsure on how asparagus is produced and one in ten (11%) think broccoli grows in a bush or tree; indicating a huge lack of understanding. Harris Farm Markets is introducing a new world first initiative in response to help educate Aussies on the whole journey from farm to store.
Worryingly, Gen Y displayed even less knowledge with nearly one in six (16%) thinking buk choy is grown under the ground and almost one in five (18%) not knowing avocados grow on trees! Plus almost half (43%) of Gen Y’s wouldn’t even be confident in growing a veggie patch, indicating we’re no longer a nation of green thumbs, using our hands more for texting our friends.
What is most concerning is with the dominance of supermarket fruit and vegetables sections has come a lowered expectations of freshness, with one third (33%) of Aussies thinking it takes between three to five days to get the vegetable from the farm to the supermarket shelf and over a quarter (27%) believing it would take over a week.
Harris Farm Markets is launching The Crop, which is the world’s first ever fan grown harvest. It aims to help Australians to understand the whole experience from farm to store, so they can choose the freshest and best produce available to them. People who join the Facebook page can help cultivate a real crop of vegetables and be involved in making choices from what crop is grown to actual farming decisions.
The Facebook App aims to provide an online journey that will help Aussies get back in touch by becoming virtual farmers. Once all vegetables have been harvested, fans will then be encouraged to go to their selected store to collect a piece of the produce they’ve help to grow.
“The research has shown, particularly in younger generations, Australia is beginning to lose touch with how our food is grown and harvested; it’s having an impact on our choices. Our aim is to educate and involve Aussies on how the vegetables get from the farm to the fork,” said Tristan Harris, Director of Buying and Marketing at Harris Farm Markets.
“Harris Farm Markets prides itself on delivering the freshest and best produce, unlike some supermarket stores who can hold produce in warehouses for up to two days. Harris Farm Markets leafy green produce such as buk choy can be in store within 12-18 hours of being picked. It goes straight from the farm to the store with no storing or stacking,” he added.
One of Australia’s most recognised food personalities, Lyndey Milan, says using produce that is seasonal and fresh is an essential part of cooking. “Many people don’t understand how important it is to choose the best and freshest produce. It makes a huge difference to the dishes you cook, not only to the taste and nutritional value, but it also performs better in the pan when fresh. Having seen how Harris Farm harvests its crops first hand, I can rely on the fact I am getting the finest produce possible.”
To take part in the first ever fan created crop, go to Harris Farm Market’s Facebook page.