British pea growers launch campaign as consumption hits 50-year low

British pea growers have launched a campaign to combat a significant decline in consumption, which has reached a 50-year low. Data from the Department for Environment, Food & Rural Affairs shows that weekly pea purchases have dropped from 144g per person in 1975 to just 37g in the most recent year, representing a 74% decrease.

The decline is evident across all varieties: frozen pea consumption fell from 48g to 25g, canned peas from 85g to 9g, and fresh peas from 11g to 3g. This trend poses a challenge to domestic food security, as the UK produces approximately 90% of its own peas.

The industry group Choose British Peas is utilizing a publicity campaign, including street signs in London with the letter “P” removed, to highlight the vegetable's importance. Research indicates a sharp generational divide in perception: while 79% of people over 65 view frozen peas as a classic British food, only 24% of 18–24-year-olds share this view.

Supporters of the campaign, including chef Matt Tebbutt and farmer Harriet Cowan, are urging consumers to rediscover the versatility and affordability of the crop to support British farming.