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What Proper Local is all about

The air is crisp, the leaves are turning, and September has arrived. Autumn is that magical season when food feels like comfort, hearty soups, roasted vegetables, and baked apples that warm both body and soul. We believe there’s no better time to celebrate the best of what the season has to offer through our campaign: Proper Local.

But what does “Proper Local” really mean? It’s all about choosing the fruits and vegetables grown right in your community, produce that’s bursting with nutrition, kinder to the planet, and supportive of the people who grow it. We’ve all heard that eating seasonally and cutting down food miles is important. The question is: why does it really matter?

Here are five reasons that make eating Proper Local worth every bite.

1. Better for your health

Freshly picked produce has an edge that no imported fruit or veg can match. When food ripens naturally under the sun, its nutrients, vitamins, and flavours are fully developed. Think about biting into a sun-warmed tomato straight from the vine compared to one shipped thousands of miles and ripened in a warehouse. The difference is more than taste, it’s nourishment.

Long-distance produce often relies on refrigeration or artificial ripening, which can dull both flavour and nutrition. Choosing local means you’re feeding your body the very best nature has to offer.

2. Better for the environment

Every mile your food travels leaves a mark on the planet. Out-of-season produce often comes from across the globe, racking up carbon emissions along the way. Fragile fruits like berries are even flown in by air, making their footprint especially heavy.

By eating what’s in season where you live, you cut down on unnecessary food miles. And if you’re craving something that isn’t currently in season, frozen produce is an excellent alternative, just as tasty and far gentler on the environment.

3. Supporting local farmers

If the past few years have taught us anything, it’s how important it is to protect essential jobs. Farming is one of them. By buying local, you’re directly supporting the farmers who keep our communities fed and our countryside thriving.

There’s also something special about knowing where your food comes from, maybe even shaking the hand of the farmer who grew your apples or carrots. It’s a connection that turns a meal into a story.

4. Strengthening food security

Global supply chains can be fragile. From climate change to pandemics to political disruptions, there’s no shortage of risks that can shake the system. Local farmers, however, provide resilience. Supporting them means more stable access to fresh, nutritious food close to home.

In other words, every time you buy local, you’re investing in your community’s long-term wellbeing.

5. Enjoying the seasons

Autumn’s bounty is something to savour: earthy root vegetables, vibrant squashes, crisp apples, juicy pears, and the last burst of late-season berries. Eating seasonally isn’t just practical, it’s joyful. Each season brings a new palette of flavours, encouraging variety in your diet and inspiring meals that match the mood of the year.

From cozy stews to spiced apple crumbles, eating with the seasons makes food an experience, not just fuel.

Conclusion: embrace Proper Local

Proper Local isn’t just about geography – it’s about meaning. It’s about better health, a lighter footprint, stronger communities, and a resilient future. This September, why not wander through your local market, try a recipe with freshly harvested produce, or simply savour the flavour of a seasonal apple?

Because when you choose Proper Local, you’re not just eating, you’re nourishing yourself, supporting your neighbours, and caring for the planet. And that’s something worth celebrating.