HTA research finds that customers are more likely to buy items displaying Union Jack or local marking.
The Horticultural Trades Association (HTA) has urged growers and garden retailers to capitalise on the increasing interest in 'local' by telling consumers more about the local plants and products they stock.

Research for the HTA from Future Foundation revealed that, while the appearance of plants is the key motivation to buy, when presented with two similar looking plants at similar price points, consumers are more likely to select the product showing a Union Jack, county flag or other mark displaying local provenance.

According to the results, in 2009 74% of the population agreed that every effort should be made to prevent the disappearance of local and regional differences. This interest is particularly felt by women and those in the 45-64 age group.

A strong growth in food halls and farmers markets in recent years has also seen local produce play an important role. The HTA found that 50% of the population had bought a local product in the past 12 months. This figure increases to 62% in the 55-64 year old age group.

HTA director of marketing Andrew Maxted said: "There is no doubt that the power of local continues to grow and the garden industry should tell customers more about the local products that they sell. We would encourage growers and retailers to tell the story behind the local products - where they were grown, who grew them and badge them accordingly."