New research announced today reveals the true extent of Britain’s love affair with Cornish pasties – and how provenance and heritage count.
An overwhelming majority (89%) of consumers would expect a traditional Cornish Pasty, made in Cornwall, to contain British meat. In fact, knowing that a product contains British meat would make eight out of 10 (78%) consumers more likely to buy it.
The data – by The Phat Pasty Co – reveals transparency and honesty make a big difference as well. Nearly three quarters (72%) of consumers would feel frustrated if they purchased a food product that was labelled as British, or displayed a Union Jack Flag, but then found out that the main ingredient wasn’t British or was just a small part of the product.
Paul Clark, Phat Controller at The Phat Pasty Co, says: “The Cornish pasty has become a fond part of British culture – well over half (56%) of consumers eat a pasty or sausage roll at least once every two weeks – whether it’s part of a weekly treat, a seaside staple or something they pick up to eat on their lunch break.
“It has Protected Geographical Indication (PGI) status and to be able to be named a Cornish pasty, certain criteria needs to be met – they must be made in Cornwall, contain a minimum of 12.5% meat and have the edge sealed by crimping. By the 1800’s pasties were the staple meal for miners and a food eaten by working families across Cornwall. Given it’s British link, it’s somewhat surprising that most Cornish pasty producers use non British meat as the most important and signature ingredient.
“It’s tricky for consumers to know where the food they are eating is from. The vast majority expect a Cornish pasty to contain British meat – but this isn’t the case.
“We want to help preserve traditional British recipes and culinary practices, which are important for maintaining cultural heritage and regional specialties. With sustainability a high priority for consumers, buying and using British meats not only supports this but also ensures that quality and welfare standards are at the forefront.”
Family run Phat Pasty is rooted in creating artisan, quality products with all the brand’s products containing British farm-assured meats. In the past six months the brand has met many milestones, including winning the Gold Award and being crowned overall winner of the ‘Pasty’ category at the British Pie Awards, achieving B Corporation certification in recognition of their commitment to social and environmental responsibility, and becoming the first pasty company to have products accredited with the Vegetarian Society’s Plant-Based Trademark.
Other key findings
- Two thirds (66%) of consumers are more likely to buy food items from a B-Corp accredited brand.
- 65% of consumers say it’s important that the pasties they eat are made in Cornwall, as opposed to a machine-made pasty which is made anywhere in the UK.
- 42% of consumers are interested in plant-based and meat free pasty options.
- Nearly half (46%) of consumers say that eating a pasty holds Cornish holiday nostalgia for them.
- Nearly a third (29%) of consumers have had a seagull try and take their pasty from them.
- Nearly four out of ten (37%) would be ‘very’ upset if someone ate their pasty they had left in a shared fridge at work or home. A further 43% would be ‘quite’ upset.
For further information on Phat Pasty please visit www.phatpasty.com or www.phatathome.com