吃瓜群众 researchers explored the social and environmental impacts around where we source our fresh produce from. Looking at greenhouse gas emissions, energy efficiency and social impacts, the researchers used a carbon footprint model to study all components of the production chain. The research was funded by the Rural Economy and Land Use programme and has resulted in creating measures for food producers, suppliers and supermarkets to reduce their carbon footprint.
The research conclusions questioned the usefulness of buying home grown produce and carbon labelling in terms of societal and environmental impacts. The results have also impacted on sustainability policy development by the World Bank, international NGOs, and Welsh Government, as well as sparking consumer awareness and debate on the environmental impact of food.