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What is the Trust in Food Index?

The Trust in Food Index (TIFI) is the most comprehensive annual survey of UK shoppers’ attitudes to food standards and quality.

Conducted by YouGov with a sample size of over 3,000 UK adults, the survey captures nationwide perspectives on trust in the food system, including perceptions of food safety, farmer practices, and the importance of assurance labels.

Launched in 2021, the Index tracks trends in consumer confidence over time, providing valuable insights to farmers, food producers, retailers, and policymakers alike.

Trust in Food in 2024

“In the past, after periods of pressure like this, we’ve seen trust in food fall as people have had to trade down to cheaper items or supermarkets. What our 2024 findings show is that this time, UK food has come through the storm. UK shoppers are incredibly confident in the standards of food produced and sold in the UK, trusting all UK-produced food at every price point in all supermarkets. Third-party assurance schemes and logos like the Red Tractor have proved crucial in driving this resurgence, showing shoppers a product has undergone rigorous checks before reaching the shelf.”

Jim Moseley, CEO, Red Tractor

Why trust in UK food matters

Trust in UK food plays a critical role in ensuring the long-term success of our agricultural sector, safeguarding both the nation’s food security and the livelihoods of farmers. Maintaining high levels of trust benefits every link in the food supply chain—from farmers and producers to retailers and consumers.

At Red Tractor, we believe trust stems from transparency, rigorous food assurance schemes, and the hard work of UK farmers who produce food to some of the highest standards anywhere in the world. Whether it’s the safety of the food on your plate or ethical considerations like animal welfare, trust encourages shoppers to choose UK produce, supporting our farming communities and the wider UK economy.

Cows and people prepping food

Pride in UK food

“It should be a source of huge pride to everyone involved in food production in the UK that food is now more trusted than water or any other basic service we rely on every day.”

Jim Moseley, CEO, Red Tractor

Red Tractor logo

What makes UK food trusted?

Drivers of Trust

81% say freshness in food drives trust
77% reply on clear labelling of food origin
72% trust assurance scheme labels, like the Red Tractor

Top Concerns Decreasing Trust

52% are concerned about processed food.
46% distrust food from takeaway establishments
Multiple/confusing labels reduce trust for 26% of shoppers.

Red Tractor champions the best of British food

“At Red Tractor it is our job to continue to support the industry’s work and to communicate to millions of UK shoppers that assured British food is produced to some of the highest standards in the world.”

Jim Moseley, CEO, Red Tractor

Red Tractor logo

The Role of UK Farmers

UK farmers continue to inspire trust and confidence in the food we eat. Despite facing challenges such as rising input costs and extreme weather, farmers remain a cornerstone of the British food system.

The Trust in Food Index 2024 highlights how farmers excel in key areas:

Animal Welfare: The most valued aspect of food production, with 74% of people rating
it as their top priority when assessing food quality.

Community Impact: Farmers are seen as leaders in contributing to local communities and positively shaping the local landscape.

By adhering to high welfare, environmental, and quality standards, farmers ensure the food reaching UK plates is safe, traceable, and of exceptional quality. This commitment is why 85% of shoppers trust farmers, making them the most trusted part of the food system.

Uk farming

Post Covid challenges

“The past four years have been brutal for almost everyone in the food industry – from farmers fighting to put food on our plates, through to shoppers battling against a cost-of-living crisis.”

Jim Moseley, CEO, Red Tractor

Red Tractor logo
People shopping, apples and creme fraiche

The Power of Assurance

Food assurance schemes, like Red Tractor, are fundamental in providing consumers with confidence about the food they buy. By implementing rigorous checks at every stage of the supply chain, from farm to fork, these schemes ensure high standards of food safety, traceability, and sustainability.

The Red Tractor logo, the only assurance mark that guarantees standards from farms to fork, has gained recognition and importance among UK shoppers:

At least 67% recognition of the logo, with an increasing number of consumers finding it important during food purchases.

58% of shoppers say the Red Tractor logo is a deciding factor, the highest since TIFI began in 2021.

With Red Tractor, you’re guaranteed that your food has met trusted standards at every stage of production.

UK farmers underpinning trust in food

“Not since the foot and mouth crisis over 20 years ago has the UK food industry had so much to contend with. UK farmers have been at the forefront of this struggle, who have faced tougher weather, regulation and input costs to doing business. Yet, despite the extremely challenging environment, farmers’ continued efforts to work to some of the highest standards in the world has played a significant role in driving a resurgence of consumer trust in UK food.”

Jim Moseley, CEO, Red Tractor

Read more about our standards

By looking for the Red Tractor logo when you are shopping, you’ll know your food has met our rigorous standards.

Learn more