In welcoming the conclusions of the research - Connecting Consumers with Farming and Farm Produce - published by the IGD, the English Beef and Lamb Executive (EBLEX) said provenance is important to shoppers when it's provided in context, along with information on quality and assurance.
Richard Ali, EBLEX Chief Executive said: "We have learned that faced with a proliferation of foods, shoppers across the country are increasingly interested in making informed choices. Food context is a crucial part of informing choice.
"The conclusions of the IGD report support the development of our Quality Standard Marks (QSM) for beef and lamb, which help provide shoppers with food context; communicating quality, assurance, and provenance.
"Independent research has also shown significantly more than half of England's shoppers are willing to pay a premium for Quality Standard beef and lamb and the majority of those would pay up to 10 per cent more."