The latest findings from the Agriculture and Horticulture Development Board (AHDB) trust study show optimism rising through the agricultural supply chain and across the farming sectors as consumer trust in British agriculture remains strong.
AHDB’s recent consumer trust research was conducted in partnership with Blue Marble in August 2024.
As part of its focus on the reputation of British farming, AHDB has been tracking consumer trust and the understanding of agriculture since 2019.
Consumer trust
The 2024 results indicate the highest level of positivity compared with the previous six years and show that 67% of consumers feel very or somewhat positive towards British agriculture.
The previous positivity peak was 66% in 2020, due to a greater consumer focus on the food supply chain as a result of the Covid-19 pandemic.
As well as an increase in general positivity towards agriculture, the data also showed that consumer trust is improving, as 76% of UK adults agreed that farming was a “trustworthy profession” (up from 71% in 2023).
This is up there with teachers at 69% and doctors at 78%.
Another boost for agriculture seen from the findings of this research is the positive direction that consumer interest in farming and food production continues to head in, with both seeing steady rises over the last couple of years.
A total of 44% of consumers stated they have an interest/knowledge in farming, and this positive increase in interest has coincided with an upsurge in consumers who feel they are informed about food origin and production.
Wider AHDB studies also indicate positive sentiment towards British food, with 74% agreeing that British farmers and growers are doing a good job producing food, a growth of 5% since May.
There is also positive news for shopping habits, as 56% agree that they will proactively look for British food/produce over imported foods, increasing by 3% since May according to the AHDB/YouGov Tracker from August 2024.
AHDB lead consumer insight manager, Steve Evans 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 toward food purchases and increased positivity towards farming.
“As consumers start to feel more interested and informed about farming, there remains an opportunity to further enhance the role of farmers in telling the story behind the products consumers see on shelves.”
