The number of UK consumers concerned about food miles has almost doubled in the past five years, according to new research from retail think tank IGD.
Some 16% of shoppers say the distance food travels is one of their top five concerns about food production compared to 9% in 2003.
However, IGD says that transportation accounts for only 13% of carbon emissions in the food chain. It is currently working with the British Standards Institute, the Carbon Trust, Defra and the food industry to prepare a method for measuring carbon emissions, as well as initiatives to reduce the environmental, economic and social impacts of food distribution.
IGD chief executive Joanne Denny-Finch said: "Demonstrating provenance is becoming hugely important to discerning UK shoppers."