The findings from the AHDB (Agriculture and Horticulture Development Board) Consumer Trust Study for 2024 indicate a significant surge in consumer positivity towards farming—marking the highest level in over six years and exceeding even the peak reached during the COVID-19 pandemic.
The report noted particularly strong increases in positivity among older consumers, with over three quarters 78% of those aged 65 and over expressing a favourable view of British agriculture.
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.
The AHDB study further showed 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. 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 originates from.
However, there also remains a segment of the population, around a third, who feel uninformed about where their food originates. Common reasons cited include a lack of time to research or confusion from contradictory information.
Overall consumer attitudes towards local food purchases are becoming more favourable—with 56% indicating they would proactively seek British products over imported alternatives.
For further information visit https://ahdb.org.uk/news/consumer-insight-consumers-express-strongest-positivity-towards-british-agriculture-in-six-years-with-trust-in-farmers-going-from-strength-to-strength