Consumer Trust project

Awarded mini competition against framework RM6126 shortlisted suppliers. The purpose of this research is to obtain a greater understanding of attitudes and drivers of trust in the food system in the UK. Trust in food and the way it is produced is a critical component of consumer confidence in the UK food system. Since 2019, AHDB has undertaken annual tracking research to monitor consumer attitudes towards British agriculture, farmers and the wider food supply chain, providing a consistent evidence base through a pe...