Appreciation for agricultural sector continues

After years of slight decline, this year the rise in appreciation for Dutch farmers and horticulturists since 2020 continues. This is evident from the Agrifoodmonitor, an annual poll conducted by Wageningen University & Research (WUR). This year's results also show that sustainability is playing an increasingly important role in the minds of consumers when making food choices. This is different from previous years, when taste and affordability were considered more important.

"It is positive news that the appreciation for our farmers and market gardeners continues. Especially in these times, when farmers and growers face many challenges and there is a lot of uncertainty in the sector. This appreciation does justice to the hard work that farmers and market gardeners put in every day to produce good quality, healthy and fresh food for us all," said Sjaak van der Tak, chairman of LTO Nederland.

Connection and economy

The poll shows that the appreciation for the agricultural sector is about two things: the feeling of connection with the sector and the contribution to the economy. Current events, such as the farmer protests, COVID-19 and the nitrogen crisis influence the appreciation. Negative emotions about the farmer protests and the nitrogen crisis create a more negative valuation. At the same time, people who are highly engaged with COVID-19 actually appreciate the sector more.

Rising line in appreciation since 2020

In 2020, appreciation for the agricultural sector appeared to be on the rise, after years of a stable picture with decreases. This year, that increase proved not to be a snapshot. The Dutch also have more appreciation for the agricultural sector than other sectors, such as the chemical industry and financial services.

Read also: Dutch have ambitions for more sustainable living and consuming

More sustainable choices

Where previously taste and affordability were the most important values when choosing everyday food, this year sustainability values have risen sharply. Product features labeled as sustainable by consumers, such as animal-friendly labels, recyclable packaging or plant-based products, play a role in this. Also, 60% of consumers are willing to pay more for sustainable products.

The full Agrifood Monitor 2021 can be found here.

Source: LTO Netherlands