Clarkson’s Farm star Harriet Cowan has backed a bid to stop peas from vanishing from plates across the UK
Frozen peas, the classic accompaniment to many a quintessential British dish, are at risk of disappearing from our plates, according to new research.
Whether served with fish fingers, a roast dinner or as part of a nutritious soup, peas have long been one of the most familiar items on our dinner tables.
However, new data shows consumption has reached its lowest point in over 50 years, with household purchases having declined by a staggering 74%. The demise of the pea is so drastic, its presence on our plates altogether is threatened.
Experts from Choose British Peas, a collective of the UK frozen pea industry, say the decline has been driven in part by changing eating habits, with more people enjoying a wider variety of vegetables from around the world than ever before. As more imported produce has become so readily available, traditional British favourites such as frozen peas have gradually fallen out of favour.
The impact of the declining consumption – combined with the increasingly warm climate – threatens to put the entire British pea farming industry at risk altogether. Like many farmers across the UK, pea growers are adapting to the changing climate through new technology and innovation. However, maintaining demand for British-grown peas is just as important to securing the industry’s future.
Worryingly, the little green vegetables also appear to be losing their cultural connection with younger generations – despite their low cost and environmental credentials that should mean peas please those looking to eat green.
The UK is impressively 90% self-sufficient in pea production, yet the new research has discovered that only 57% of Brits view frozen peas as a classic British food.
This drops as low as 24% of 18-24 year olds, while 22% of Gen Z say they don’t associate peas with Britain at all. In comparison, 79% of those over 65 view peas as a Great British staple.
To help save the Great British pea, Saturday Kitchen’s Matt Tebbutt and Clarkson’s Farm’s Harriet Cowan have teamed up with industry bodies to encourage young people to give peas a chance.
Tebbutt said: “I was genuinely shocked to discover that pea consumption in the UK is at its lowest level in more than 50 years. How have we let that happen? Somewhere along the way, I think we’ve started taking our little green friends for granted!”
Urging us to eat more peas, he added: “I think the humble pea deserves a bit more love! Whether it’s fish and chips, a proper pie or a Sunday roast, can you really imagine some of our favourite British meals without a good helping of peas? They’re a British food staple, packed with goodness, incredibly versatile, affordable and always there when you need them – especially in the freezer!”
Harriet is also hoping the humble pea makes a comeback, saying: “It’s crazy to think that pea consumption is at a 50-year low when peas have been such a staple of British food and farming for generations. As farmers, we want to keep growing great British food, but that relies on people continuing to value and choose what’s grown here.”
The duo are part of the Choose British Peas campaign, whose latest campaign aims to make consumers realise just how different the UK would be without classic British peas by showing what iconic London landmarks would look like without the letter ‘P.
New street signs have been appearing across the capital in recent days, including at famous locations such as Buckingham alace Road, ortobello Road, icadilly Circus, addington Green, and arliament Street.
Peter Judge, a spokesperson for Choose British Peas, explained: “While removing the letter ‘P’ from some of Britain’s best-known places might raise a smile, it also highlights a serious point. The aim is for this campaign to spark a conversation about just how much these little green vegetables have contributed to our food culture and food security, and why they’re worth protecting for generations to come.”
Giving her support, Cowan concluded: “I hope this campaign gets people thinking a little more about where their food comes from, appreciating the work that goes into growing it here in Britain, and choosing British whenever they can.”