Consumers appreciate the agri and food sector more

For years, appreciation for agriculture and the food sector in the Netherlands has been declining. That has changed this year, according to the Agrifood monitor which Wageningen Economic Research is carrying out on behalf of Top Sector Agri & Food.

The monitor, in which more than 3.000 Dutch people are asked how they rate the agricultural and food sector, shows that appreciation has increased for almost all sectors. This concerns horticulture, arable farming, the poultry sector, dairy farming, supermarkets and the food industry. Only pig farming is not valued higher than the previous measurement in 2018.

Influence of the corona crisis
Due to the farmer protests and the corona crisis, among other things, there is more interest in the way food is produced and where it comes from. The corona virus in particular has had an impact on the diet of consumers. In addition, the global pandemic is also affecting the value consumers place on food safety and stability.

The monitor shows different values ​​regarding food. This year, taste, affordability and health are the most important factors for consuming food. These values ​​score higher than in previous years. Safety and a good feeling are also more important than before.

Sustainability remains important
The sustainability aspect will remain just as important this year. This is associated by the respondents with almost all sectors. Arable farming and horticulture are seen as the most sustainable, pig farming, poultry farming, supermarkets and the food industry score the lowest in this area. For sustainable food, 71% of the respondents are willing to pay 10% more, this mainly concerns dairy products and arable products. 

The closer the respondents live to a farmer or horticulturist, the higher the appreciation for this sector, according to the survey.

Chanti Oussoren

Editor at Boerenbusiness who studies the dairy, pig (meat) and feed markets.

c.oussoren@boerenbusiness. Nl

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