Consumer trust in British agriculture reaches record high

Consumer confidence in the fruit and vegetable sector has stayed in line with its 2024 score but overall positivity in UK farming has reached a record high, according to a new study from the AHDB in collaboration with Blue Marble Research.

While its score is unchanged compared to last year, fruit and vegetable production attracts the most widespread positive sentiment of any agricultural sector at 79 per cent, with sheep farming also staying in line with its 2024 score of 67 per cent.

Overall, however, British consumers are more positive about UK agriculture in 2025 than at any point in the last seven years, with 71 per cent of consumers feeling very or somewhat positive towards British agriculture.

Most farming sectors have seen significant increases in positive sentiment this year, with cereal (75 per cent), dairy (72 per cent), beef (68 per cent), pig (63 per cent) and poultry (62 per cent) farming all rising.

Steven Evans, AHDB’s lead consumer insight manager, said: “This is the seventh year we have carried out this research, and it is encouraging to see consumer perception of British agriculture continuing to grow.

“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. This is a testament to the hard work and dedication of British farmers and growers in providing food for our nation.”

As well as an increase in general positivity towards agriculture, the data showed that consumer trust is strong, as 77 per cent of UK adults agreed that farming was a “trustworthy profession”, second only to doctors on 80 per cent, and ahead of scientists, teachers and nutritionists.

Farmers also continue to outperform other food-related professions when it comes to consumer perceptions of their key values, including expertise, caring about people and animals, and delivering on promises.

Interest in farming and food production continues to grow, with 48 per cent of consumers now expressing strong interest or specialist knowledge in the subject, up from 44 per cent in 2024.

These scores peak for those aged 18-24 (58 per cent) and 25-34 (78 per cent). However, a quarter of consumers still feel poorly informed, often citing lack of time, contradictory information, or not knowing where to find reliable sources.

Examining the channels that sway consumer food choices, social media has now matched TV in its influence. This is especially true for the under-44s, with YouTube, Facebook, Instagram, and TikTok leading the way.

When questioned about which sources impact their decisions, shoppers identified supermarkets (46 per cent) and health professionals (37 per cent) as their primary influences. Although farmers (19 per cent) featured lower down on this list, 64 per cent of those influenced by farmers found their advice trustworthy.

Evans said: “It’s clear that British consumers are more engaged and optimistic about farming than ever before and there is an ongoing opportunity for farmers to provide clear, accessible information to further build on this trust.

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

AHDB’s consumer trust research was conducted in partnership with Blue Marble Research in August 2025.