Farmer Sentiment Survey
Putting farmers’ and growers’ views at the heart of decision making
Understanding our members’ views and experiences is essential if we are to deliver a scheme that works for farmers and growers while creating value across the supply chain. Listening to feedback – and responding to it – is central to our vision of being the pride of British food and farming, with standards everyone can trust.
Alongside feedback from our Post Assessment Survey and input from representatives on our Boards and Technical Advisory Committees, we also ask members for more detailed views at key points in time.
In 2026, we partnered with Grounded Research to run a Farmer Sentiment Survey and a series of focus groups to better understand perceptions of, and sentiment towards, Red Tractor.
At a glance
- 1,916 members took part in the 2026 Farmer Sentiment Survey.
- Overall sentiment towards Red Tractor improved by 14 percentage points over two years.
- Members see strengths in core assurance delivery, including food safety, audit management and consistency.
- Members want Red Tractor to do more on trust, advocacy, reducing burden and showing it understands farmers’ realities.
- The findings are helping shape Red Tractor’s work in 2026 and beyond.
About the research
A total of 1,916 members responded to the survey, which ran over six weeks in January and February 2026. Respondents came from across England, Wales, Scotland and Northern Ireland, and represented all six farming sectors in which we operate, giving us a strong national sample.
To add depth to the survey findings, Grounded Research spoke to 32 farmers and growers in four online focus groups in March 2026. Participants were selected to reflect a range of views and sentiments towards Red Tractor.
Survey profile:
Gender
75%
male farmers
Median age bracket
55-66
years old
Farm size
50-199ha
most common band (44%)
“Thank you to everyone who took part in this research. The record response shows how strongly members want to shape Red Tractor’s future, and your views are actively informing our work.”
Jo Miller, Director of Communications and Engagement
What members were asked
Members were asked about a range of topics, including:
- Views of farm assurance in general
- Feelings about Red Tractor
- Views on what Red Tractor assurance is for
- Experiences of assessments to Red Tractor standards
- How well or poorly Red Tractor performs in different areas
- What influences farmers’ perceptions of Red Tractor
“This research comes at a time when farming is under sustained pressure, with many of the challenges coming from across the wider system. What is clear from the findings is that there remains a strong appetite to rally behind the principles Red Tractor was created to champion: quality, safety and animal welfare, the same standards their members are proud to deliver to consumers.”
Clare Otridge, Grounded Research
Key findings and our response
The research highlights both clear strengths and clear expectations. The sections below summarise what members told us and how Red Tractor is responding.
1. What members think Red Tractor is for
What we heard
| Food safety | 61% |
| Animal welfare standards | 58% |
| Build consumer confidence | 55% |
| Meet buyer requirements | 48% |
| Promote UK products | 48% |
| Environmental standards | 30% |
| Other | 11% |
Q. What do you think Red Tractor is for? (Tick all that apply)
Consumer confidence came up in every focus group. Farmers and growers want the logo to stand out on shelf and mean more to shoppers. They look to Red Tractor, and it’s influence in the wider supply chain for supporting the UK produce. Many felt that price still drives purchasing decisions, that the Union Jack has diluted the signal, and that younger consumers are less engaged.
How we’re responding
Red Tractor’s standards already focus on the two priorities most often identified by farmers: food safety and animal welfare. These remain central as we review and update our standards in 2026.
We also recognise the importance of helping consumers better understand the Red Tractor logo and what it stands for.
“We’ve significantly increased investment in marketing the Red Tractor logo, but we know there is more to do. In 2026, we will expand our campaign to explain what the logo means and why consumers should not rely on the Union Jack alone.”
Richard Cattell, Director of Market Development and Supply Chain Assurance
75% of UK main shoppers now recognise the Red Tractor logo (YouGov, February 2026).
2. How members feel about Red Tractor
What we heard
Very positive
Quite positive
Neutral
Quite negative
Very negative
| 2024 | 29% | 22% | 22% | 22% | 4% |
| 2026 | 19% | 22% | 29% | 25% | 5% |
Q. How do you feel about Red Tractor?
Overall sentiment towards Red Tractor has improved by 14 percentage points. This reflects a 10-point fall in ‘very negative’ responses – the biggest change in these results, and a meaningful improvement against a difficult external backdrop. Combined negative sentiment fell from 51% to 41% over two years.
The mirroring of the Red Tractor results to farm assurance in general reflects that for many, farm assurance and Red Tractor are synonymous. Therefore Red Tractor isn’t failing to meet expectations in farm assurance more widely.
How we’re responding
The positive trend demonstrates that farmers are feeling a change, but we’re committed to doing more.
In March 2025, Red Tractor’s Board of Directors committed to delivering tangible change for members. We continue to deliver a programme of work based on the recommendations of the Farm Assurance Review.
“Rebuilding farmer trust is a key focus for me as Red Tractor’s new Chief Executive. This means visible, practical changes from reviewing standards and improving assessor consistency to being out and about more, listening directly to farmers and growers face to face.”
Paul McLaughlin, Chief Executive
3. Where Red Tractor is performing well
What we heard
The strongest scores relate to how Red Tractor delivers core assurance activities.
Net scores
| +43% | Food safety, traceability and welfare |
| +30% | Managing the audit process effectively |
| +23% | Single audit for multiple customers |
| +20% | Support and information |
| +17% | Applying rules fairly and consistently |
Qs. How well or poorly do you think Red Tractor performs in the following areas? / How well or poorly does Red Tractor manage the following aspects of your assurance? / How well or poorly does Red Tractor deliver the following benefits? (Very well, Quite well, Neither, Quite poorly, Very poorly, Don’t know)
68% of members said assessments are consistent.
Food safety, audit management and providing a single audit which meets the needs of multiple customers are seen as genuine strengths. However, the strongest-performing areas are all linked to process and delivery.
How we’re responding
“The positive feedback is encouraging, but we are not complacent. We are future-proofing standards, improving assessor consistency, making the member portal easier to use, and looking for new ways to reduce audit burden.”
Philippa Wiltshire, Director of Standards & Operations and Deputy CEO
4. Where members want to see improvement
What we heard
The lowest scores relate to trust, advocacy and how well Red Tractor is seen to understand farmers’ concerns.
Net scores
| -37% | Commitment to reducing burden |
| -34% | Understanding farming pressures |
| -34% | Listening and acting on feedback |
| -23% | Keeping admin burden reasonable |
| -10% | Transparency about how decisions are made |
Qs. How well or poorly do you think Red Tractor performs in the following areas? / How well or poorly does Red Tractor manage the following aspects of your assurance? / How well or poorly does Red Tractor deliver the following benefits? (Very well, Quite well, Neither, Quite poorly, Very poorly, Don’t know)
The bottom of the performance table is primarily made up of relationship and advocacy issues. Farmers do not believe Red Tractor is doing enough to reduce their burden, understand the reality they face, or listen to their concerns.
Farmers also told us they want Red Tractor to champion and advocate for them more visibly.
How we’re responding
“To rebuild trust, we are strengthening how we communicate with – and advocate for – farmers and growers. We’re inviting more feedback into decision-making, being clearer about the work under way to reduce audit burden and explaining how decisions are made.”
Jo Miller, Director of Communications and Engagement
5. Decision-making and representation
What we heard
The balance of decision-making in the supply chain
| 9% | 58% | 24% | 1% | 9% |
Don’t know
Too much retailer favourability
Somewhat retailer favourability
Somewhat/Too much producer favourability
Balanced
82% said that they believe retailers dominate supply chain decision-making.
How we’re responding
“The perception that retailers dominate decision-making is disappointing, because it does not reflect the balanced representation on our boards and advisory committees. Decisions are reached through collaboration and consensus across the supply chain, and we need to demonstrate that more clearly.”
Alistair Macintosh, Chair of Board of Directors
6. Communications and influence
What we heard
Communications volume
| 13% | 63% | 10% | 14% |
Don’t know
About right
Not enough
Too much
The amount of information in Red Tractor’s communications is… 63% say volume is about right. A positive result in this section.
The volume of communications is seen as a genuine positive: members broadly accept the amount of information Red Tractor shares. The challenge is not how much Red Tractor communicates, but whether what it says addresses farmers’ real concerns.
Influence on perceptions
Overall influence sources (all farmers)
| Farmers you know | 38% |
| Farming press | 32% |
| Red Tractor directly | 28% |
| Assessor | 27% |
| Buyer or processor | 21% |
| Advisors | 19% |
| Farming unions | 15% |
| Government/Defra | 6% |
| Farmers you follow online | 6% |
| Online forums | 4% |
| Retailers | 3% |
| Farming influencers | 3% |
| Social media groups | 2% |
Q: When forming your opinion of Red Tractor, whose views or information do you find most influential? (Select up to 3)
How influence shifts across segments
% influenced by each source
As sentiment declines, Red Tractor’s own voice, and that of assessors, carries less weight, while peer networks become more influential. Among detractors, 45% say peer networks shape their views. The farming press is the exception, with influence broadly consistent across all groups.
How we’re responding
We are focusing our communications more clearly on the issues members tell us matter most, while also making better use of trusted channels and peer-to-peer engagement.
Governance and reputation
