AHDB: Trust and transparency tracker

We have worked with AHDB since 2019 to develop and conduct the Trust and Transparency tracker, an annual survey to monitor consumers’ attitudes towards, and trust in, British farmers and the food system more broadly.

Despite the agricultural sector being heavily scrutinised by the media, the public generally have a positive view of the sector, with farmers being the most trusted party in the food supply chain.

Our reports can be found here:

https://ahdb.org.uk/news/consumer-insight-trust-in-british-agriculture-and-consumer-perceptions-on-the-environment

https://ahdb.org.uk/news/consumer-insight-farmers-remain-the-key-driver-of-trust-in-agriculture-and-a-steadying-force-in-an-unstable-world