Consumers Trust Farmers Most in the Food Chain, Study Finds
2 min read
KUALA LUMPUR, Oct 9, 2025 – A new study from Purdue University’s Center for Food Demand Analysis and Sustainability has revealed that farmers and ranchers are the most trusted players in the global food supply chain, surpassing manufacturers, retailers, and restaurants in consumer confidence.
The survey, conducted among 1,200 U.S. consumers, explored how people perceive different stakeholders in the food system based on trust, influence, and their role in ensuring food quality and affordability. Results showed that while consumers generally believe most sectors act in their best interest, trust remains highest toward farmers, who are viewed as the backbone of the food chain.
When asked who has the greatest influence on taste, nutrition, and affordability, opinions varied with 40% crediting food manufacturers for taste, 30% for nutrition, and retailers leading the affordability category. Yet, when it came to integrity and transparency, farmers earned the strongest trust ratings.
The research also introduced the Sustainable Food Purchasing Index (SFPI), which assesses how consumer purchasing habits align with sustainability goals outlined by the EAT-Lancet Commission. The index revealed that while most people prioritise taste and cost when shopping, factors like environmental and social sustainability still rank lower on their list of motivations.
Experts say the findings highlight a crucial message that bridging the gap between sustainability and consumer trust requires ongoing collaboration across every link of the food chain, from the farm to the table.
As global conversations around ethical sourcing and sustainable agriculture continue to grow, this research underscores that farmers remain not only the foundation of the food system but also its most trusted stewards.
