Consumers Demand Sustainability

74 per cent of consumers agree that more steps need to be taken to ensure sustainable food production, with 43 per cent connecting this with future food availability and 58 per cent willing to pay more for food whch has been produced by farmers and workers who have been paid a fair wage. 53 per cent are willing to pay more for food produced using environmentally-friendly methods.

Michael Gidney, CEO of Fairtrade Foundation said, “British people are giving a strong message to companies and the government about the kind of trade we want to see and now, more than ever, they must prioritise fairer, greener, more sustainable food production. Therefore progressive, responsible businesses will want to respond to their customers’ desire to see them treat farmers and workers fairly.

“And the public’s views on the importance of ensuring the human rights of farmers and workers is a clear sign to the government to prioritise these issues and improve working conditions across supply chains.”

Abbie Curtis, senior project manager at GlobeScan said, “This research shows very clearly that British consumers expect businesses and government to take action to ensure the fairness and long-term sustainability of food production, both here at home and in developing countries. It is important for retailers and food companies, alongside government, to respond to this and take appropriate steps towards meeting these expectations.”