Consumer trust in British agriculture reaches six-year high

A study by the Agriculture and Horticulture Development Board (AHDB) reveals a significant increase in consumer trust toward British agriculture, marking the highest levels seen in six years.

Conducted in August 2024 and surveying over 2,000 UK adults, the research shows that 67% of consumers have a positive outlook on British agriculture, exceeding the previous peak of 66% in 2020.

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This earlier rise was attributed to heightened consumer awareness of the food supply chain during the Covid-19 pandemic.

Trust in the farming profession also saw a notable increase, with 76% of respondents deeming farming a “trustworthy profession,” up from 71% in 2023.

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This positions farmers alongside educators and healthcare professionals in terms of public trust, with teachers at 69% and doctors at 78%.

Steve Evans, AHDB lead consumer insight manager, said: “This study highlights that there is an opportunity to build on the strong trust consumers clearly hold for farmers in producing food brought into their homes.

“Consumers are less concerned about the cost of living and have more favourable attitudes towards food purchases and increased positivity towards farming.”

Interest

The study further reveals a growing consumer interest in farming and food production.

Nearly half of consumers reported having knowledge or interest in these areas, coinciding with an increase in those feeling informed about the origins and production processes of their food.

Positive sentiment towards British food is also reflected in broader AHDB studies, which indicate that 74% of consumers believe British farmers and growers are effectively producing food, a rise of five percentage points since May.

Additionally, over half of respondents now actively seek out British food over imported options.

“These results really build on the confidence and trust we are seeing in the August trust survey. Now that confidence is coming back, it really opens up a conversation about buying British. There is a desire and appetite to do so,” Mr Evans said.

In light of the findings, Mr Evans emphasises the potential for farmers to enhance their narrative in the marketplace, urging them to share the stories behind the products consumers encounter on supermarket shelves.