British consumers are more positive about UK agriculture in 2025 than at any point in the last seven years, with trust in farmers and strong interest in food production both reaching new heights. The latest AHDB/Blue Marble trust study reveals the British public are not only optimistic about farming but increasingly engaged and informed about where their food comes from.
A wave of positivity for British agriculture
The 2025 survey, run with independent research agency Blue Marble Research, collected views from over 2,000 UK adults. It shows that 71% of consumers now feel positive about British agriculture – a significant rise from 67% in 2024 and the highest level since tracking began in 2019. This positivity is especially strong among older consumers (82% of those aged 65+), those in comfortable financial situations (83%), and people who feel well informed about farming (78%).
© AHDB/Blue Marble Trust Survey 2025Figure 1. Impressions of British agriculture
Many major farming sectors have seen significant increases in positive sentiment this year, with cereal (75%), dairy (72%), beef (68%), pig farming (63%) and poultry (62%) all rising, while fruit and vegetable (79%) sheep (67%) remaining in line with their 2024 scores.
Consumers trust British farmers and their produce
Trust in farmers remains robust, with 77% of consumers agreeing that farmers are trustworthy – second only to doctors (80%) and ahead of scientists, teachers and nutritionists. Trust is highest among those who are well informed about where food comes from and how it's made (81%), aged 65+ (82%) and omnivores (82%). Even among younger adults and those less familiar with farming, the majority agree that farmers are trustworthy.
© AHDB/Blue Marble Trust Survey 2025Figure 2. Trust across the professions
The AHDB/YouGov Consumer Tracker highlights continued positivity towards British food and farming. According to the August 2025 results, 77% of consumers believe British farmers and growers are doing a good job when it comes to food production – a rise of five percentage points since May. Encouragingly, 58% also state they are likely to actively seek out British food and produce rather than imported alternatives.
Farmers also continue to outperform other food-related professions when it comes to consumer perceptions of their key values, particularly expertise, caring about people and animals and delivering on promises. This year, scores for farmer communication with consumers have risen significantly, bringing them in line with other groups.
© AHDB/Blue Marble Trust Survey 2025Figure 3. Consumers recognise the expertise of farmers
Interest and knowledge in farming
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 (58%) and 25–34 (78%). The proportion of people who feel fairly or very well informed about food origin and production stands at 71%.
However, a quarter of consumers still feel poorly informed, often citing lack of time, contradictory information or not knowing where to find reliable sources. This highlights an ongoing opportunity for the industry to provide clear, accessible information.
© AHDB/Blue Marble Trust Survey 2025Figure 4. Interest and knowledge in farming
Influences on consumer food choices
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%) and health professionals (37%) as their primary influences. While farmers (19%) featured lower down on this list, 64% of those influenced by farmers found their advice trustworthy.
Implications and opportunities
Despite ongoing concerns about the cost of living, British consumers are more engaged and optimistic about farming than ever before. Trust in British farming has reached a record high, with farmers widely viewed as experts who care for their livestock, protect the environment, and deliver on their promises. Interest and knowledge about food production are growing, particularly among younger consumers, while social media continues to expand its influence, creating new opportunities for authentic, farmer-led communication. AHDB's consumer campaigns play a key role in sharing farmer stories across TV, social media, and online platforms to reach a broad audience. The ongoing opportunity for the industry lies in providing clear, accessible information and building on this strong foundation of trust by championing high standards and engaging consumers through the channels they value most.
For more information:
AHDB
Email: [email protected]
ahdb.org.uk/
