British consumers are showing record levels of positivity towards UK agriculture, according to new research by the Agriculture and Horticulture Development Board (AHDB). In the seventh year of the AHDB’s consumer sentiment study, 71% of people said they feel very or somewhat positive about British agriculture, which is the highest figure recorded since the survey began.
Farming at the Heart of Public Trust
The study also revealed a major boost in public trust, with 77% of UK adults agreeing that farming is a trustworthy profession, ranking just below doctors (80%) and ahead of scientists, teachers and nutritionists. Steven Evans, AHDB’s Lead Consumer Insight Manager, said: “It’s encouraging to see consumer perception of British agriculture continuing to grow. Consumers not only feel more positive about UK agriculture, but they also trust farming as a profession and feel that farmers align with some of their key values.” This trust has been hard-earned. Over the past decade, British farmers have demonstrated resilience through post-Brexit transitions, supply chain challenges, and evolving sustainability targets, all while keeping food standards among the highest in the world.
Younger Generations Driving Engagement
Interestingly, the survey shows that interest in farming and food production is strongest among younger consumers.
58% of 18–24-year-olds
78% of 25–34-year-old
Now express a strong interest or specialist knowledge in how food is grown and produced.
This generational shift is key for the future of the industry. It reflects a growing appetite for transparency, sustainability and local sourcing, and opens the door for new entrants looking to build careers in agriculture.
Social Media is Changing the Conversation
Social media’s influence on consumer choices has now matched television as a major driver of opinion, particularly for those under 44. Platforms such as YouTube, Instagram, Facebook and TikTok are becoming powerful channels for shaping views about food and farming.
For the industry, this represents an opportunity. Farmer-led, relatable content, from behind-the-scenes videos to myth-busting explainers, can strengthen consumer trust and attract a new generation of talent into agriculture.
As Steven Evans noted: “With social media’s influence growing, offering new opportunities for farmer-led, relatable communication will be vital to target a wide range of consumers.”
What This Means for the Agricultural Workforce
At Agricultural Recruitment Specialists, we see this shift as a defining moment. A positive public image makes agriculture more attractive to job seekers, not only for traditional roles such as crop and livestock management but also in cutting-edge areas such as:
As public trust rises, so does the need for skilled professionals who can maintain and communicate this integrity, ensuring that British farming continues to thrive both in the field and in the public eye.
The Outlook for 2026 and Beyond
With 71% of the public backing British agriculture, the industry stands in a strong position heading into 2026. Continued transparency, innovation and outreach, particularly through digital channels, will be crucial to sustaining this momentum. And for those seeking a rewarding career that combines purpose, innovation and connection to the land, there has never been a better time to enter the agricultural sector.
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