Almost all farmers believe sustainability efforts are being ignored, despite extensive efforts already being made on farms across the UK.
New research has found that 92% of farmers feel their efforts to operate more sustainably are not recognized by the wider food supply chain.
The findings raise concerns about how future environmental goals and policy-driven changes can be realized if farmers feel increasingly disconnected from decision-makers.
The results come from Pinstone Pulse, a new insight tracker launched by PR and communications specialist Pinstone.
The report suggests that despite complaints about lack of awareness, farmers remain motivated to adapt. About 61% said they would make significant changes to the way their business operates, while already implementing an average of eight sustainable practices on their farms.
Catherine Lynch, Pinstone’s managing director, warned there was a risk that on-farm progress would be overlooked, widening the gap between farmers, policy makers and the supply chain.
“We know expectations for sustainability are increasing, but what is being provided on the farm is often overlooked,” she says.
The report identified significant barriers to further progress, including conflicting policies, the cost of introducing new practices, and the use of sustainability terminology, and found that certain terms were polarizing.
“Definitions and policies have become broader and more fragmented, creating expectations that are difficult for farmers to plan for and invest in,” Mrs Lynch explained.
She added that clearer communication is essential for farmers to feel included rather than excluded from sustainability discussions.
“These findings highlight how important language is, so they feel like they’re part of the conversation,” she says.
One of the strongest messages from the research is that farmers are not opposed to change per se, but rather to being asked to change without proper understanding or support.
“Farmers don’t resist change; they resist being asked to change if they don’t feel the ‘demand’ is coming from a place of understanding,” Mrs Lynch said.
That lack of awareness is also reflected in low levels of trust.
According to the report, 85% of farmers intend to run more sustainable businesses if given the right financial backing, but trust in government remains particularly weak.
Only 5% of farmers say they trust government as a trusted voice on sustainability, raising questions about how effectively policy-driven change can be achieved.
“The message from farmers is clear: Sustainability is already happening on farms, but it will accelerate as policy makers and supply chains build greater trust,” Mrs Lynch said.
Without stronger economic incentives and clearer engagement, the report suggests that progress could stall, despite farmers’ readiness to act.
