Recent research from Red Tractor’s 2025 Trust in Food Index highlights an extraordinary surge in public trust towards British-grown food. In a nation deeply engaged in trade negotiations and food-sourcing debates, the findings show unwavering consumer faith in domestic produce—with clear implications for farmers, retailers, and policymakers.
Strong Consumer Confidence
94% of UK consumers now trust food produced in the UK—the highest percentage since this annual index began in 2021.
90% of respondents want to see more food produced domestically, reflecting rising concern about imported food standards.
Trust in food from the US and India has fallen dramatically to 33% and 31% respectively, compared to levels above 60–70% in 2023.
Why UK Food Now Tops Trust Ratings
Safety & Quality: 90% of adults describe UK food as safe (up from 72% in 2023), while 88% vouch for its high quality.
Traceability: Confidence in being able to trace UK produce remains strong at 86%.
Animal Welfare: 83% cite superior animal welfare standards as the primary reason for trusting UK food.
Trust in Farmers & Schemes: 88% of respondents trust British farmers, with 79% placing faith in assurance schemes like Red Tractor.
Insights from the Red Tractor Index
Drawn from over 2,000 UK adults surveyed between 4–5 June 2025, the Trust in Food Index serves as one of the most comprehensive snapshots of consumer sentiment towards food standards.
Market & Policy Implications
Supermarkets and Brands
Retailers may benefit commercially by promoting the origin and quality of British products. Shoppers are increasingly driven by safety, traceability, and welfare assurances.
Public Sector Catering
With public trust so high, more UK-grown produce in hospitals, schools, and government food services could strengthen both nutrition and farmer revenues.
Support for Certification
The prominence of assurance schemes underscores their importance. Farmers should emphasise the Red Tractor logo to attract consumers seeking quality guarantees.
Trade Negotiations
As the UK navigates agreements with nations like the US, India, and Gulf states, these trust figures signal strong domestic appetite for high-standards produce—and scrutiny of imported goods.
Voices from the Industry
Alistair Mackintosh, Chair of Red Tractor, emphasised:
“It’s this dedication to quality, safety and animal welfare that underpins the trust consumers place in British food… The UK government must value and continue to defend British food standards.”
Meanwhile, Waitrose notes a “Clarkson effect”—a surge in sales of British produce inspired by farming-themed TV shows such as Clarkson’s Farm. Waitrose reported sales increases of up to 193% for British sirloin steak, 89% for Jersey Royal potatoes, and 50% for red Leicester cheese, further demonstrating how public sentiment is translating into purchasing choices.
Farmer and Sector Recommendations
Highlight provenance: Use trusted logos and origin labels—this reassures consumers and builds loyalty.
Engage with storytelling: Collaborate with chefs, retailers, and media to amplify the connection between farmers and consumers.
Stay vigilant on trade standards: Participate in public and political discourse to ensure import deals align with UK welfare benchmarks.
Benefit from public procurement: Explore opportunities in supplying institutions that are prioritising UK-sourced food.
Conclusion
British consumers have placed unprecedented trust in locally produced food—grounded in assurance credentials, welfare standards, and traceability. This presents a significant opportunity for UK farmers and food businesses to capitalise on current consumer values. As international trade policies evolve, domestic support remains a critical asset—worthy of protection and promotion by all stakeholders.