As spring arrives across the UK, new research from Yeo Valley Organic reveals that Britain may have lost touch with the natural rhythm of seasonal eating — despite most people believing food tastes better when it’s enjoyed at its peak.
The organic dairy brand is now bringing a slice of the countryside to the capital with a one-day immersive meadow experience in Canary Wharf, designed to encourage Londoners to reconnect with nature, organic farming and seasonal produce.
Brits Unsure About What Food Is Actually in Season
According to the new research commissioned by Yeo Valley Organic, more than three quarters of Brits (77%) are not fully aware of which produce is currently in season. Yet, 83% agree that food tastes better when it’s eaten at its seasonal best.
The study also found widespread misconceptions around seasonality. Nearly four in five people (78%) believe that only fruit and vegetables benefit from being seasonal, overlooking products such as milk, dairy and other farm produce that naturally change with the seasons.
Despite 86% claiming they understand the concept of seasonal food, only 24% of respondents correctly identified when strawberries are actually in season in the UK.
Spring Inspires Healthier and Fresher Eating Habits
The research suggests that spring remains a key turning point for many households. Three quarters of Brits (75%) say they are more likely to change their eating habits during spring, favouring fresher, lighter and more natural foods.
However, there is still a disconnect between intention and action. Less than one in ten people (8%) say they always check whether food is in season while shopping.
The findings also revealed confusion around spring produce specifically, with tomatoes and apples incorrectly believed by many to be at their peak during the season. In reality, spring in the UK is better known for vegetables such as asparagus, cabbage, broad beans and leeks.
Yeo Valley Organic Creates a Mini Meadow in Canary Wharf
To celebrate spring being in full bloom, Yeo Valley Organic is creating a one-of-a-kind meadow installation in the heart of London.
Taking place at Reuters Plaza on 21 May, the immersive experience will feature genuine Somerset pasture typically used for grazing cows on the brand’s organic farms.
Visitors will be invited to relax among the grass, slow down from city life and sample free-range organic milk produced from cows fed on a 100% organic diet.
The activation aims to demonstrate how farming in harmony with nature can directly influence taste and quality.
Yeo Valley Organic Wants Consumers to Reconnect With Food Origins
Speaking about the campaign, Verity Richardson said:
“Spring is when everything comes back to life on the farm. Our cows are out grazing on lush, organic pastures, full of natural diversity. We know many people want to eat more seasonally, but it’s not always easy to know where to start.”
She added that bringing part of the Somerset farm experience to London helps people reconnect with where their food comes from while showcasing how seasonal farming can influence flavour.
When and Where Is the Yeo Valley Organic Meadow?
The Yeo Valley Organic meadow experience will take place on Thursday 21 May at Reuters Plaza in Canary Wharf, London.
