According to the latest trust study from the ADHB (Agriculture and Horticulture Development Board), the British public is more positive about UK agriculture in 2025 than at any point in the last seven years.
Overall, just over 70% 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.
More than half of shoppers surveyed said they are 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. Plus over three quarters of consumers agree that farmers are trustworthy.
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%).
For further information, visit Consumer positivity towards British agriculture hits new high in 2025 | AHDB