Recent findings from the Agriculture and Horticulture Development Board (AHDB) Consumer Trust Study reveal a wave of optimism towards British agriculture. In a collaboration with independent research agency Blue Marble, this annual survey captures the sentiments of over 2,000 UK consumers.
The 2024 results, gathered in August, indicate a significant surge in consumer positivity—marking the highest level in over six years and surpassing even the peaks reached during the COVID-19 pandemic.
"This is a win for farmers and the entire British agricultural supply chain," says an AHDB spokesperson, noting that the current rise in consumer sentiment exceeds earlier highs from 2020, a time when agricultural workers were hailed as essential during national lockdowns.
Growing Trust Across Generations
The report notes particularly strong increases in positivity among older consumers, with 78% of those aged 65 and over expressing a favourable view of British agriculture. Financial comfort also appears to be a factor, with 74% of those in comfortable financial positions and 73% of well-informed individuals echoing similar positivity.
The study also measured impressions across different agricultural sectors. The Fruit and Vegetable sector came out on top, with a 77% positivity score, closely followed by the Cereal sector at 71%. Although scores for dairy (68%), sheep (67%), and beef (64%) were slightly lower, all showed marked improvement since 2019. Even the pig (59%) and poultry (58%) sectors, while trailing, registered considerable growth.
Farmers: Among the Most Trusted Professions
The AHDB study further underscores a high level of consumer trust in British farmers. In 2024, 76% of UK adults consider farming a trustworthy profession, a notable increase from 71% in 2023. The trustworthiness of farmers is now rated alongside that of doctors (78%), and higher than that of other respected professions such as teachers (69%) and nutritionists (67%).
"It's encouraging to see public trust in farmers on par with some of the most trusted professions," the AHDB spokesperson adds.
However, trust does vary across demographics. Higher trust was noted among older individuals (82% for those aged 65+), those who felt well-informed about farming (80%), and omnivores (79%). Conversely, trust was lower among younger consumers (66% for those aged 18–24), those who felt poorly informed about agriculture (69%), and vegans or vegetarians (61%).
A Growing Interest in Farming Knowledge
One of the more positive trends for British agriculture is a rise in consumer interest and knowledge of food production. In 2024, 44% of respondents stated they had an interest in or knowledge of farming, with 70% claiming to understand where their food comes from. Supermarket labelling emerged as a key information source, highlighting an opportunity for the industry to leverage food labelling and in-store promotions to educate and engage.
Nevertheless, there remains a segment of the population—30%—who feel uninformed about where their food originates. Common reasons cited include a lack of time to research or confusion from contradictory information. This emphasises the need for clear and consistent messaging from the agricultural sector to help bridge this knowledge gap.
Farmers Lead in Consumer Values
Consumers also hold farmers in high regard across multiple value categories. Compared to other food-related professions, farmers are viewed as experts in their field, committed to their promises, and caring about both animals and the environment. The only area where farmers appear to fall short is in direct communication with consumers, highlighting an opportunity for improvement in storytelling and outreach.
Key Opportunities for British Farming
The findings from the AHDB Consumer Trust Study illustrate a fertile ground for deeper engagement. Consumers increasingly recognise the value of British farming, showing appreciation not only for the quality of produce but also for the integrity of those who make it possible. With a reduction in the public’s concern over the cost of living, consumer attitudes towards food purchases are becoming more favourable—with 56% indicating they would proactively seek British products over imported alternatives.
The study's implications are clear: now is the time for the agricultural sector to enhance its communication with consumers, leveraging growing positivity and trust. Farmers have a significant opportunity to tell their stories, reinforcing the journey from farm to table and deepening public connection to the food they eat.
"Consumers are eager to hear more about British farming, and this increased positivity gives us an excellent platform to reach them," concludes the AHDB spokesperson.
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