The Agriculture and Horticulture Development Board (AHDB) is set to host an upcoming webinar where farmers and food producers will have the chance to access “key industry insight”.

AHDB will be host a webinar on Thursday 2nd November exploring how consumer attitudes towards meat and dairy will impact future demand, covering 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).

AHDB speakers

AHDB’s lead consumer insight manager Steve Evans will host the webinar, joined by consumer insight manager Vanessa Adamson and retail and consumer insight analyst Charlotte Forkes-Rees.

Carrie McDermid, AHDB head of marketing, will also be in attendance, speaking on the importance of consumer marketing and advertising and how market intelligence work is used to inform industry and consumers on the facts around meat and dairy.

Evans said: “With everyone continuing to feel the effects of the cost-of-living crisis and consumers thinking more and more about their food choices, it’s never been so important for farmers and producers to prove the worth of their food.

“During the webinar we’re going to be covering several key consumer themes, including the desire to buy British, health and nutritional food perceptions, rising interest in the environment and the consumer focus of balancing price and quality.

“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.”