e sound of validation for clean eaters as they upload to Instagram. But before they get too smug, they may want to think about this. That virtuous health drive could be killing the planet. I'm Rosanna Philpott, reporting for Reuters from a field of quinoa, a staple for clean eaters and super foodies.
Most of it actually comes from far flung corners of South America and has a huge carbon footprint created by air miles. This is one of the few UK producers trying to combat that. According to research, food transport is one of the fastest growing sources of green house gas emissions.
Peter Faires has been growing quinoa just outside London since the 80s. He says supermarkets are slowly cottoning on to the fact that people care about these statistics.>> Pople do care, the customers care as well. And then they're concerned about the provenance, about the traceability of where it's come from.
There's a definite move over the last decade, really, for people to think about the environment, the air miles, all this sort of thing.>> The solution, experts say, is not to give up clean foods, but to be conscious of where they were grown. Ben Pugh runs a local produce delivery company in London.
He says Londoners have no excuse to buy quinoa or kale from abroad.>> Food quality's a function of two things. It's how it's made and it's also how far it's traveled. And if you go into the fields in and around London, you'll find amazing produces, incredible quality food.
If you rewind 50 years, there basically weren't any supermarkets and everybody was eating hyper-local, and they were much healthier. If you fast forward 50 years, it's all gonna be relocalized again, because we're waking up again to the reality about how much better that is for our nutrition, for our health, for our taste.
>> The wellness trend has created a moral halo around all things green and nutritious with over 23 million clean eating hashtags on Instagram. Though the lasting impression may be bitter sweet.