The latest YouGov research commissioned by Red Tractor highlights how British consumers continue to place strong trust in UK food and farmers.
However, the latest Trust in Food Index also reveals a general lack of understanding as to how food is produced.
The survey seeking the views of more than 3,000 consumers on food quality, safety, traceability and supply found 94% of consumers trust UK food, while 80% say they trust British farmers. More than a third (37%) said they are not confident that imported food meets UK standards.
The research found trust in UK food to be higher than confidence in a range of other highly regulated institutions, including the NHS, tap water, utilities and local government. Of these, UK food was the only category to see trust increase since 2024.
Despite this, 93% of consumers said they lack understanding in at least one aspect of food production and 87% said they experience confusion at the point of purchase, highlighting a growing disconnect between shoppers and farming.
The research highlighted the complex trade-offs consumers face when shopping. While British food, animal welfare and production standards remain highly valued, household budgets continue to shape purchasing decisions for many.
These findings reflect challenges raised in Tractor’s recent Farmer Sentiment Survey, which found that 55% of farmers believe assurance schemes play an important role in building consumer confidence, with many of them asking if the assurance body could do more to champion assured British food and strengthen understanding of the standards behind it, Red Tractor said.
Encouraging level of trust
Philippa Wiltshire, deputy CEO and director of standards & operations at Red Tractor, said: “British farmers work incredibly hard to produce food to high standards every single day, but much of that work is taken for granted once food reaches the supermarket shelf.
“It’s encouraging to see the level of trust people continue to place in British farming, particularly at a time when fewer consumers have a direct connection to how food is grown or reared,” she says.
“Trust matters, but it’s not enough on its own. If consumers are going to back British farming, they need clearer understanding of what sits behind the food they buy, and the standards farmers are working to deliver.”
Jo Miller, Red Tractor’s director of communications and engagement at Red Tractor, said: “This research is an important reminder that consumers do value British farming and the standards behind it. But it also shows how much work remains to turn that trust into confident, informed purchasing decisions.”
This year, Red Tractor’s consumer campaign will focus on educating shoppers about food labelling and what assured standards mean in practice. It is partnering with young farmers to represent the farming community and help unearth common misconceptions about how British food is produced.
“The trust consumers place in British food is built on the work of farmers every day, and we are committed to making that story more visible,” Ms Miller added.
- You can download the Trust in Food Index Report here.