Public trust in British farming sees boost during pandemic
17 December 2020 |
Farmers have seen a substantial increase in consumer trust since the pandemic started
Trust in British farmers has seen a boost during the Covid-19 pandemic, as the public increasingly rely on the UK s hard working producers , according to a new study.
Consumers are more trusting toward the food and farming industry because of the pandemic, with farmers and retailers seeing the biggest rise.
Research by the European Institute of Innovation and Technology (EIT) said the ability of the industry to continue to stock shelves despite the crisis led to improved trust.
By George Nott2020-12-16T09:16:00+00:00
Source: Unsplash
The research surveyed hundreds of consumers to measure their trust in various parts of the industry on an index
Consumers are more trusting of the food sector as a result of its response to the pandemic, according to new academic research shared with The Grocer.
Farmers and food retailers have enjoyed the biggest rise in their levels of public trust since the start of the crisis, the University of Reading project found, seeing them become “the most trusted actors in the UK food supply chain”.
The research surveyed hundreds of consumers to measure their trust in various parts of the industry on an index. Farmers’ and supermarkets’ work to keep shelves stocked through the pandemic saw their public perception soar, the European Institute of Innovation and Technology funded research found.