What is the Trust in Food Index?
The Trust in Food Index (TIFI) is the most comprehensive annual survey of UK shoppers’ attitudes to food standards and quality.
Conducted by YouGov with a sample size of over 2,000 UK adults, the survey captures nationwide perspectives on trust in the food system, including perceptions of food safety, farmer practices, and the importance of assurance labels.
Launched in 2021, the Index tracks trends in consumer confidence over time, providing valuable insights to farmers, food producers, retailers, and policymakers alike.
Trust in Food in 2025
“In the past, after periods of pressure like this, we’ve seen trust in food fall as people have had to trade down to cheaper items or supermarkets. What our 2025 findings show is that this time, UK food has come through the storm. UK shoppers are incredibly confident in the standards of food produced and sold in the UK, trusting all UK-produced food at every price point in all supermarkets. Third-party assurance schemes and logos like the Red Tractor have proved crucial in driving this resurgence, showing shoppers a product has undergone rigorous checks before reaching the shelf.”
Jim Moseley, CEO, Red Tractor
Why trust in UK food matters
Trust in UK food plays a critical role in ensuring the long-term success of our agricultural sector, safeguarding both the nation’s food security and the livelihoods of farmers. Maintaining high levels of trust benefits every link in the food supply chain – from farmers and producers to retailers and consumers.
At Red Tractor, we believe trust stems from transparency, rigorous food assurance schemes, and the hard work of UK farmers who produce food to some of the highest standards anywhere in the world. Whether it’s the safety of the food on your plate or ethical considerations like animal welfare, trust encourages shoppers to choose UK produce, supporting our farming communities and the wider UK economy.
“The world leading standards to which British farmers operate sets us apart from our international competitors. It’s this dedication to quality, safety and animal welfare that underpins the trust consumers place in British food – and it’s something our farmers continue to earn every day through their hard work and high standards. The results from the survey highlight the value that UK shoppers place in trusting UK-produced food.”
Alistair Mackintosh, Red Tractor Chair
What makes UK food trusted?
Food assurance schemes listed as most responsible for ensuring safety of UK food
Our latest Trust in Food Index provides valuable insights into how shoppers perceive food standards, imports and domestic food production, and assurance schemes in the UK.
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Red Tractor champions the best of British food
“At Red Tractor it is our job to continue to support the industry’s work and to communicate to millions of UK shoppers that assured British food is produced to some of the highest standards in the world.”
Jim Moseley, CEO, Red Tractor
The role of UK farmers
UK farmers continue to inspire trust and confidence in the food we eat. Despite facing challenges such as rising input costs and extreme weather, farmers remain a cornerstone of the British food system.
The Trust in Food Index highlights how farmers excel in key areas:
Animal welfare: The most valued aspect of food production, with 58% of people rating
it as their top reason to trust UK food.
Community impact: Views of farmers performance on animal welfare, contributions to local communities and local landscape and wildlife are at a 5-year high.
By adhering to high welfare, environmental, and quality standards, farmers ensure the food reaching UK plates is safe, traceable, and of exceptional quality. This commitment is why 84% of shoppers trust farmers.
The power of assurance
Food assurance schemes, like Red Tractor, are fundamental in providing consumers with confidence about the food they buy. By implementing rigorous checks at every stage of the supply chain, from farms to fork, these schemes ensure high standards of food safety, traceability, and sustainability.
The Red Tractor logo, the only assurance mark that guarantees standards from farms to fork, has gained recognition and importance among UK shoppers:
The Red Tractor logo has a direct correlation to increasing consumer trust, with almost 2/3 of shoppers saying it gives them trust in the quality of a product.
At least 72% recognition of the logo, with an increasing number of consumers finding it important during food purchases.
With Red Tractor, you’re guaranteed that your food has met trusted standards at every stage of production.
Brits demand more food is produced in the UK
Read more about our 2025 research revealing that British shoppers place the greatest trust in homegrown food amid ongoing trade deal debates.
Trust in Food Index 2024
Want to learn more? Explore our Trust in Food Index 2024 results archive here.