Miles further

The 'public' is becoming concerned about food miles - the distance food is transported before it reaches the table (from field to processor to distributor to supermarket, for example). The actual 'carbon footprint' of such journeys is hard to work out and hard to compare to alternative (perhaps less efficient) ways of processing the food

This is of little concern to most of the public - they are concerned on principle and often emotionally rather than logically.

Food processors and retailers have to take this into account.

It may be that after 20 years of demanding strawberries year-round, the public will only expect them when in local season.... and the customer is right as we know!