Strong Consumer Trust in British Agriculture
Recent findings from the Agriculture and Horticulture Development Board (AHDB) trust study indicate a notable rise in optimism throughout the agricultural supply chain and among farming sectors. As consumer trust in British agriculture remains robust, the latest research—conducted in partnership with Blue Marble in August 2024—highlights significant increases in positivity towards farming.
Trust Study Insights
The 2024 results showcase the highest level of consumer positivity towards British agriculture in the past six years, with an impressive 67% of consumers feeling either very or somewhat positive about the industry. This figure marks a substantial increase from the previous peak of 66% recorded in 2020, which was primarily driven by heightened consumer awareness of the food supply chain during the Covid-19 pandemic.
Additionally, the data reveals a significant boost in consumer trust, with 76% of UK adults agreeing that farming is a “trustworthy profession.” This figure represents a rise from 71% in 2023 and places farming on par with other esteemed professions such as teachers (69%) and doctors (78%), according to the AHDB/Blue Marble Trust Study 2024.
Growing Interest in Farming
The findings also highlight a burgeoning interest in farming and food production among consumers. A total of 44% of respondents expressed interest or knowledge in these areas, indicating a positive trend that aligns with increasing consumer awareness regarding the origins and production processes of their food.
Wider AHDB studies further support positive sentiment towards British food. A notable 74% of consumers believe that British farmers and growers are effectively producing food, reflecting a five-point increase since May. Furthermore, 56% of respondents are now more inclined to proactively seek British food over imported options, marking a three-point increase since May (AHDB/YouGov Tracker Aug 24).
Future Opportunities for Farmers
Steve Evans, AHDB Lead Consumer Insight Manager, commented on the implications of this study: “This research underscores a unique opportunity to build on the strong trust consumers clearly hold for farmers in producing the food that ends up on their plates. With consumers showing reduced concern over the cost of living, there are more favourable attitudes towards food purchases. The growing positivity towards farming signifies a turning point where consumers are not only interested but also engaged with the agricultural sector.”
As consumer interest and knowledge about farming deepen, there is a tremendous opportunity for farmers to share their stories, enhancing the connection between consumers and the food they consume. This increased engagement can lead to stronger local food movements, where consumers actively choose British produce over imported options.
Conclusion
The upward trend in consumer positivity and trust in British agriculture is a promising sign for the future of the industry. As consumers become more informed and interested in the farming process, farmers have a unique chance to leverage this goodwill by effectively communicating their stories and the quality of their products. By embracing this opportunity, the agricultural sector can strengthen its relationship with consumers, ensuring the continued success of British farming for years to come.