Independent food retailer network Better Food Traders has launched a campaign to encourage UK holidaymakers to search out sustainable, locally-rooted food along their holiday routes. 

The Adventures in Local Food initiative is designed to help holidaymakers discover independent shops, bakeries, farm stalls, market traders, veg box schemes and local producers using an online map featuring the food retail network’s 170 members. 

As well supporting its members’ businesses, Better Food Traders says the summer promotion is a way to talk about the vital role that local growers and retailers play in keeping local food supply chains moving in challenging heat and growing conditions. 

Posting on LinkedIn, Better Food Traders said: “Across our network, farmers are dealing with water-stressed crops, rising irrigation costs and livestock welfare in the heat. Shopkeepers, delivery drivers and veg box scheme managers are battling overheating fridges and temperamental tech, just to get food to us and keep it fit to eat. This is tough stuff.

“Our campaign is a timely reminder of how exposed our food system is to a changing climate, and why supporting resilient, locally-rooted producers and traders matters more than ever”

“Our campaign is a timely reminder of how exposed our food system is to a changing climate, and why supporting resilient, locally-rooted producers and traders matters more than ever. 

“Spending a little of your holiday money with a Better Food Trader goes a long way, keeping money circulating in local economies, creating thriving high streets, a healthier planet, and better conditions for the people producing your food.”