Whether it's to support local communities or to be more sustainable, the intention to buy locally produced groceries is becoming mainstream. Yet studies are showing a huge mismatch between demand for homegrown produce and those who actually buy it, with experts citing a lack of choice.

47% of people are willing to pay a premium for local goods. The Food Assembly, a new way to buy and sell food that's been successful in France, is set to launch in the UK. Somewhere between a farmer's market and a buying group, it connects people directly with local producers.

While some people are bypassing the butcher in favour of curing their own meats, another set can’t be bothered to even turn on the oven and are sending the posh ready meal market soaring. But as people's tastes split into two extremes, what’s prompted these new habits?

British produce is en vogue. Government strategies have been launched to push domestically grown food, while a growing number of supermarkets are making public commitments to British meat, milk and eggs. But what does the British brand add? And what does the label mean to consumers?