A recent poll of 1,000 people across Great Britain has revealed something telling about modern food values: the younger generation cares the most about the origin and provenance of their food.

According to the results, 30% of 18–34 year olds say they actively care about where their food comes from. That compares with 20% of 35–55 year olds and 20% of 56–75 year olds. Interestingly, the poll also found that men showed a slightly higher level of concern than women when it comes to food origin.

This aligns with what many of us see in the food industry today. Younger shoppers are asking more questions, reading labels more closely, and looking beyond price alone. For them, provenance, farming practices, and transparency matter. It’s not just about what’s on the plate, but the story behind it: where was it reared, how was it grown, and who produced it?

That doesn’t mean value for money is forgotten. On the contrary, younger consumers are often carefully balancing origin and ethics with affordability. They make considered decisions about when to invest in higher-welfare, better-sourced food — and when to save — showing that thoughtful consumption is becoming the norm rather than blind spending.

At The Organic Butchery, we see this mindset reflected in our customers every day. People want honest, traceable, organic meat and game, reared ethically and butchered with care. It’s clear that provenance isn’t just a buzzword — for the younger generation, it’s a standard they expect from the food they put on their plates.