Why Seasonal Produce Matters
From Seed to Shelf – Why Seasonal Buying Supports Better Farming
At S. Thorogood & Sons, we believe that eating with the seasons isn’t just about flavour – it’s about supporting a more sustainable and regenerative food system. Every time you buy seasonal produce, you’re backing the growers who are working in step with the land, not against it. You’re also helping reduce food waste, improve soil health, and keep flavour at the forefront.
Seasonal Farming Starts with the Soil
When farmers grow produce in season, they rely less on artificial inputs like heated greenhouses or long-haul logistics. This not only lowers carbon emissions, but also protects soil structure and biodiversity. Seasonal cycles give the land time to rest and regenerate naturally between crops – an essential principle of regenerative farming.
By sourcing in-season, you're supporting growers who are reducing tillage, using cover crops, and improving water retention – all practices that future-proof British farming.
Less Waste, More Taste
Seasonal buying also means better supply-chain alignment. Produce that’s harvested when it’s naturally ready is more likely to arrive fresher, with fewer losses along the way. It reduces the need for air freight, extended cold storage, or last-minute imports.
And when it comes to flavour? Produce that ripens in the field or on the vine always tastes better. Sun-ripened tomatoes, tender new potatoes, just-picked peas – they all carry the unmistakable taste of their time and place.
Why It Matters for Buyers
For farm shops, restaurants and caterers, buying seasonally is a way to:
Tell a stronger food story
Highlight provenance and freshness
Reduce environmental impact
Support a resilient UK supply chain
At Thorogood’s, we work with growers who share our values and offer produce at its natural peak – not just when it’s convenient. From the field to the market, and straight to your shelf or kitchen.
Explore our seasonal list via Fresho or contact us to discuss what’s looking best this week.