Knowledge of food production methods informs attitudes toward food but not food choice in adults residing in socioeconomically deprived rural areas within the United Kingdom.

OBJECTIVE Understand food choice, from the perspective of people residing in socioeconomically deprived rural neighborhoods. METHODS Focus groups (n = 7) were undertaken within a community setting involving 42 adults (2 males and 40 females) recruited through voluntary action groups. Data were recorded, transcribed verbatim, and content analyzed. RESULTS Attitudes to food and health were influenced by knowledge of food production and processing. Healthful foods were considered those which were fresh and unprocessed, and taste was taken as an indicator of how the food had been produced. Despite negative views of food production, processed foods were consumed. Explanations for this tension between what people wanted to eat (unprocessed food) and what they actually chose to eat (processed food) were attributed to lifestyle compression. CONCLUSIONS AND IMPLICATIONS Dietary health promotion initiatives targeted at deprived rural dwellers should consider perceived issues regarding food production and processing that may influence views on food.