Farmers seen as experts who deliver on promises

NEW findings from the Agriculture and Horticulture Development Board (AHDB) trust study, in collaboration with Blue Marble Research, show consumer confidence rising through the agricultural supply chain and across sectors, with farmers seen as experts who deliver on their promises.

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British consumers are more positive about UK agriculture in 2025 than at any point in the last seven years, with results showing that 71% of consumers feel very or somewhat positive towards British agriculture.

Most major farming sectors have seen significant increases in positive sentiment this year, with cereal (75%), dairy (72%), beef (68%), pig (63%) and poultry (62%) farming all rising, while fruit and vegetable (79%) and sheep (67%) farming remain in line with their 2024 scores.

Steven Evans, AHDB 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.