Half of the Dutch say they are willing to pay more for a recognizable, sustainably produced, high-quality Dutch product. 6 out of 10 Dutch people want an end to the kilo bangers, while a third indicate that they will buy more products with a sustainability label. In addition, 2 out of 3 Dutch people are positive about agriculture and horticulture.
This turns out from a study that LTO Nederland had carried out by the Direct Research agency among 1.038 Dutch people to gauge their views on farmers, horticulturists, food production and sustainability. According to this poll by LTO, the support for the farmer is fine, with the positive opinion of two-thirds of the Dutch. Only 6% is negative about agriculture.
Prefer to live next to the farmer
In addition, 90% consider protecting the agricultural landscape important. Of all economic activities, the Dutch prefer to live next to agriculture and horticulture, LTO concludes in a statement from the study that was presented today (Thursday). The Dutch also consider environmental and nature conservation and food safety important themes. LTO therefore concludes that there is potential in sustainability as a revenue model for farmers and horticulturists.
In addition, the organization points out that half of the Dutch are willing to pay more for a sustainable Dutch quality product, two-thirds want an end to the kilo banger (by the way, 15% want to keep this super offer right) and one-third want to buy more sustainable products. The Dutch also do not want unfair competition: 65% want imports from countries with lower standards in the field of the environment, human rights or animal welfare to stop.
Results with a grain of salt
Still, LTO hints at taking the Dutchman's intentions with a grain of salt. The organization points to the well-known phenomenon of the demanding citizen, but the consumer who opts for the cheapest product. LTO also points out inconsistencies in the results. For example, one third wants to buy more sustainable products, but only 20% indicate that they read the label on sustainability.
"We live in a beautiful and demanding country – with regard to food, its production, and the protection of the agricultural landscape and nature. Fortunately, our farmers and horticulturists are perfectly capable of tackling the many tasks with their innovative strength. At the same time this will not happen automatically, and we cannot do it alone," says Sjaak van der Tak, chairman of LTO Nederland, in a statement. "We are satisfied with the great appreciation for our sector. That does not alter the fact that a lot of things come together in the yard: pressure from the market, regulations, and ever-changing – sometimes contradictory – demands from citizens and consumers. Healthy products also include a sustainable price. That is more current than ever."
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