Boost in trust in pig farming in 2020

Covid-19 has been a challenge all round, but it has also given the supply chain an opportunity to demonstrate where they are supporting consumers and to build trust.

74% of consumers believe farmers are doing a good job producing food during the pandemic (AHDB/YouGov Feb 21). Positivity towards agriculture has grown by 4% since 2019, with 66% of British consumers now feeling very or quite positive towards farming.  Pig farming, along with poultry, continue to be less well regarded compared to horticulture and arable, and beef sheep and dairy farming. However, pig farming was one of the sectors that saw significant improvements in consumer perceptions last year, reducing those feeling the least positive from 38% to 33%.

In a separate survey AHDB found that farmers were by far the most trusted part of the supply chain due to their expertise, and care for animals and the planet. Retailers and processors also received a boost in consumer trust since 2019, with 10% and 5% more respectively feeling positive towards them than the previous year (AHDB/Blue Marble 2020).  

Understanding what consumers trust and will buy, and the types of products that will fulfil their needs is vital.  On top of the usual factors that drive food purchase such as value for money, appearance and ease of cooking, many consumers today are thinking more about how their food is produced in terms of factors like health, the environment and animal welfare.

Find out more in the AHDB Consumer Insights Report on Trust in Farming.

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