Consumer Trust in UK Agriculture Hits Record High With Solid Engagement

The British public is more positive about UK agriculture in 2025 than at any point in the last seven years, and sentiment remains strong for domestic fruit and vegetable production, according to the latest AHDB/Blue Marble trust study published this week.

Despite ongoing concerns about the cost of living, trust in farmers and interest in food production have reached new heights, with more than half of shoppers likely to actively seek out British food and produce rather than imported alternatives.

Consumers are also increasingly engaged and informed about where their food comes from, especially younger generations, AHDB revealed in a press release. 

Regarded as experts who deliver on their promises, farmers and growers are outperforming other food-related professions when it comes to consumer perceptions, AHDB said, plus 77% of consumers agree that farmers are trustworthy.

Overall, some 71% of consumers feel positive about British agriculture – a significant rise from 67% in 2024 and the highest level since tracking began in 2019, according to AHDB’s 2025 survey of over 2,000 UK adults, which was conducted with Blue Marble Research.

Consumer confidence is rising through the agricultural supply chain since most major farming sectors have recorded significant increases in positive sentiment this year, with cereal (75%), dairy (72%), beef (68%), pig farming (63%) and poultry (62%) all tracking upwards.

Fruit and vegetable (79%) as well as sheep (67%) sectors remain strong in line with their 2024 scores.

A Wave of Positivity For UK Farmers and Produce

“Consumers not only feel more positive about UK agriculture, but they also trust farming as a profession and feel that farmers align with some of their key values,” explained Steven Evans, AHDB Lead Consumer Insight Manager. “This is a testament to the hard work and dedication of British farmers and growers in providing food for our nation.” 

The findings present an opportunity for the industry to build consumer trust further by providing clear, accessible information, championing high standards, and connecting with consumers through the channels they trust most. 

“With social media’s influence growing, offering new opportunities for farmer-led, relatable communication will be vital to target a wide range of consumers,” Evans suggested.

AHDB’s research found that positivity is especially strong among older consumers (82% of those aged 65+), those in comfortable financial situations (83%), and people who feel well informed about farming (78%). 

Meanwhile, 77% of consumers believe British farmers and growers are doing a good job when it comes to food production – a rise of five percentage points since May, according to the August 2025 results of the AHDB/YouGov Consumer Tracker.

Encouragingly, 58% also state they are likely to actively seek out British food and produce rather than imported alternatives.

Interest Rising But More Communication Needed

Interest in farming and food production continues to grow, with 48% of consumers now expressing strong interest or specialist knowledge – up from 44% last year. These scores peak for those aged 18-24 years old (58%) and 25-34 years old (78%). 

However, AHDB said there is an ongoing opportunity for the industry to provide more information since a quarter of consumers still feel poorly informed, often citing lack of time, contradictory information, or not knowing where to find reliable sources. 

Social media has now matched TV in its influence on consumer food choices, especially among the under-44s, with YouTube, Facebook, Instagram and TikTok leading the way, the survey found. 

When questioned about which sources impact their decisions, shoppers identified supermarkets (46%) and health professionals (37%) as their primary influences. 

Farmers (19%) featured lower down on this list, although 64% of those influenced by farmers found their advice to be trustworthy. 

Read the full AHDB report here.