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AHDB webinar to look into consumer trust in British agriculture

30th Oct 2023 / By Alistair Driver

AHDB will be hosting a webinar on November 2, exploring how consumer attitudes towards meat and dairy will impact future demand.

It will cover consumer concerns, consumer trust in farming and topical reputational themes such as health, environment, welfare and buying British.

Data from the 2023 AHDB/Blue Marble trust study will be shared after running for five years, and the webinar will take a deep dive into consumer impressions of British agriculture.

The webinar will explore the reasons behind the data, such as why 71% of UK adults agreed that farming was a trustworthy profession, up there with teachers at 67% and doctors at 78% (AHDB/Blue Marble Trust Study 2023).

Our Lead Consumer Insight Manager, Steve Evans, will be hosting the webinar, joined by Consumer Insight Manager Vanessa Adamson and Retail and Consumer Insight Analyst Charlotte Forkes-Rees.

Carrie McDermid, AHDB's head of harketing, will highlight the importance of consumer marketing and advertising and how market intelligence work is used to inform industry and consumers on the facts about meat and dairy.

Mr Evans said: “The goal of this webinar is not just to inform attendees on current consumer attitudes and opinions of British agriculture and food, but more importantly, to explore how this will affect future demand and future opportunities.

"By assessing key future considerations, we can ensure we are doing all we can to support farmers, growers, retailers and processors to be as well-informed as possible, helping them to adapt to evolving consumer needs and back the reputation of British farming.”