TV's Naked Grocer Chris Bavin bares all about nation's veg habits

With his frugal food and drink TV show, Eat Well For Less? now in its third series, Local Food Britain founder member Chris Bavin is a man on a mission to get the nation eating better food. But with food prices rocketing and many of us thinking we don't have time to cook, it's a tall order. We caught up with Chris, aka The Naked Grocer, to find out how he thinks we could all be doing better.

Eat Well For Less?, which Chris co-presents with fellow foodie Gregg Wallace, has been very well received, with between 4 and 5 million people tuning in weekly to watch the dynamic duo. In each episode, Chris and Gregg tackle a family's expensive shopping habits, showing them how they can eat better quality food while saving money on their shopping bills.

Chris believes the popularity of the show is down to a couple of different factors. "Firstly, I think there's a huge appetite for more information about food and the food chain," he says. "And secondly, I think viewers love the recipes. We've seen a real desire for workable food that people can cook at home. There are quite a few shows for fine dining and Michelin-starred food, but that's not applicable for the people watching. Everything we make on Eat Well For Less? can be easily replicated at home – unlike some other shows where you would struggle to find the ingredients or utensils."

But, Chris says, the show isn't all about just buying cheaper, as the supermarket price wars are also responsible for driving down quality to keep prices low. "The cost of food is becoming more relevant to us all," he points out. "But one of the things we often say on the show is that you should save where you can, and in other areas spend more, such as on better quality meat. We try and make families aware of other opportunities too – like shopping at their local butcher instead of a supermarket, where they might actually get a better deal."

As well as his TV appearances, Chris is kept busy with his veg box business, The Naked Grocer, and although he's not yet used to being recognised in the street, he enjoys having a platform to share his love of good, honest food. "For me, it's all about raising awareness of fresh produce and increasing our consumption, especially in the younger generation – we all have a responsibility towards them," says Chris. "But also, it doesn't matter where you are on the socio-economic scale, most of us aren't eating enough fresh fruit and veg. A lot of poorer families don't have enough exposure to fresh produce, but the problem isn't exclusive to them."

It's pleasing to note, then, that The Naked Grocer's veg boxes are flying out of the door as fast as they can be packed full of farm-fresh produce – so what does Chris think is driving the growth? "I think people are actively looking for more ways to get fruit and veg into their diets," Chris says. "With a veg box, you have a regular delivery of fresh, seasonal fruit and veg every week, which in itself increases consumption. But it tests people too, it makes them cook and try new things."

There's still a long way to go, though, he acknowledges. "The most common thing I'm asked now is, 'How can I get my child eating more fresh fruit and veg?' and it's sad it still has to be asked," Chris admits. What's his advice for parents tearing their hair out trying to get five-a-day into their fussy eaters? "Get them involved! Don't dictate, don't force them to eat anything they really don't want, but instead encourage them and get them to try different things. Trying is the key – the days of 'if you don't eat your greens, you won't get pudding' should be put behind us, it just reiterates the negative association. I'd say take them to the greengrocer or the supermarket and ask them to choose one thing for themselves. It will invariably be something like a coconut or a dragonfruit, but if you take it home, help them choose a recipe and get them involved in making it, I defy any child not to try it when they have a sense of ownership. That, for me, is as close as you can get to a foolproof plan!"