BRITISH consumers continue to place strong trust in UK food and growers, but most admit they do not fully understand how food is produced, according to latest YouGov research commissioned by food and farm assurance scheme, Red Tractor.
The latest Trust in Food Index found 94% of consumers trust UK food, while 80% trust British growers. Consumers also remain cautious around imports, with 37% saying they are not confident it meets UK standards.
The research also 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.
Household budgets continue to shape purchasing decisions for many.
Red Tractor’s recent Farmer Sentiment Survey found 55% of farmers believe assurance schemes play an important role in building consumer confidence, with many of them asking if the organisation could do more to champion assured British food and strengthen understanding of the standards behind it.
This year, Red Tractor’s consumer campaign will focus on educating shoppers about food labelling and what assured standards mean in practice. To bring that work to life, the organisation is partnering with young farmers.
