The latest report from the Agriculture and Horticulture Development Board (AHDB) trust study reveals growing optimism throughout the agricultural supply chain and among farming sectors, with consumer trust in British agriculture remaining robust.

Conducted in partnership with Blue Marble, AHDB’s recent consumer trust research took place in August 2024.

Since 2019, AHDB has been monitoring consumer trust and perceptions of British farming as part of its commitment to promoting the industry's reputation.

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The 2024 findings show the highest level of positivity in the past six years, with 67% of consumers reporting they feel ‘very’ or ‘somewhat’ positive about British agriculture.

The previous peak was 66% in 2020, largely driven by heightened consumer attention to the food supply chain during the Covid-19 pandemic.

Beyond this rise in general positivity, consumer trust in farming has also strengthened, as 76% of UK adults agreed that farming is a ‘trustworthy profession’, representing an increase from 71% in 2023. This places farming alongside other trusted professions, such as teachers at 69% and doctors at 78%.

Additionally, this research highlights growing consumer interest in farming and food production, both of which have shown steady increases over recent years.

In total, 44% of consumers reported having an interest or knowledge of farming, with this rise in interest matching an increase in consumers feeling informed about food origins and production.

Broader AHDB studies also reflect positive attitudes toward British food, with 74% agreeing that British farmers and growers are doing an excellent job of food production, marking a 5% increase since May.

Furthermore, consumer preferences for British food are on the rise, as 56% report they actively seek British food over imported options, a 3% increase since May, according to the AHDB/YouGov Tracker from August 2024.

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 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.”