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According to a survey of 20,000 European consumers, farmers are the most trusted actors in the food chain:
Farmers
65%
Retailers
50%
Processors
46%
Source: EIT Food Verbraucherbarometer, 2024
Farmers Take Action
Germany
+ 64%
United Kingdom
+ 44%
France
+ 44%
Farmers are committed to improving their public image
Source: Kynetec, 1,000 Landwirte, 2022
The most important activities
Germany: Yard Festivals
United Kingdom: Social Networks
France: Direct Marketing
Rural vs. Urban?
Countryside
66,9 %
of the rural population consider agriculture and rural areas “very important” for Europe’s future.
City
61,8 %
of urban residents consider agriculture and rural areas “very important” for Europe’s future.
The difference in the perception of agriculture between urban and rural areas is less pronounced than often assumed.
Source: Mercedes Rodríguez, Agricultural Economics
Agriculture in social media
On TikTok, there are already
2.9
Millionen
posts with
#farming
Source: TikTok, 25/09
On Instagram, there are already
12.9
Millionen
posts with
#farming
Source: Instagram, 25/09
RECOGNITION WORLDWIDE
from a worldwide survey of 2,000 farmers
91 %
“We contribute to food security
but do not feel recognised.”
9 %
“We feel okay!”
Source: Bayer, Farmer Voice Survey 2024 (Australia, Brazil, China, Germany, India, Kenya, Ukraine, United States)
Subsidies
About half of Europeans consider the CAP direct payments for income stabilization to be fair.
2024
56%
2022
46%
Source: Eurobarometer
EU CITIZENS’ CONCERNS AND CRITICS
Animal welfare:
84 %
of EU citizens want better protection for farm animals.
Source: Eurobarometer, 2023
Climate change:
42 %
believe that agriculture contributes significantly to climate change.
Source: European Commission, 2020
Environment:
82 %
express concern about nitrates and pesticides.
Source: Ipsos, 2023, Survey conducted in six European countries (FR, GER, DK, ES, PL, RO), n=6,059.
THIS IS HOW THE POPULATION PERCEIVES AGRICULTURE:
Scroll and explore or jump directly to the countries:
Germany
Farming is the
third most
important profession
for the future
Source: information.medien.agrar e. V.
80 % view agriculture
as a contributor to
climate protection
Source: information.medien.agrar e. V.
93 % call for equitable
payment for their produce
Source: Forum Moderne Landwirtschaft, Civey, 2025
65 % show
understanding
for farmers’ protests
Source: Statista, 2025
Image of agriculture
Sustainability
Economic importance/payment
Protests/political stance
United Kingdom
Trust in farmers is at the level of doctors
Source: AHDB/Blue Marble Trust Survey 2024
Only 46 % see agriculture as environmentally positive
Source: AHBD/Blue Marble Trust Research, 2021
91 % see agriculture as economically important
Source: National Farmers Union, 2024
Image of agriculture
Sustainability
Economic importance/payment
France
76 % trust farmers
Source: Ifop, 2024
62 % see farmers as environmentally conscious
Source: Ifop, 2024
Significant knowledge gaps remain regarding structural change
Source: BVA / Crédit Agricole, 2021
81 % value their
pay as inadequate
Source: Ifop, 2024
88 % consider farmers’ protests justified
Source: Ifop, 2024
Image of agriculture
Sustainability
Future viability/young talents
Economic importance/payment
Protests/political stance
Netherlands
Image stable at 5/7, slight improvement
Source: University Wageningen, Agrifood Monitor
Livestock farming is gaining in reputation, while arable farming has slightly declined since its 2021 peak
Source: University Wageningen, Agrifood Monitor
Image of agriculture
Poland
Farmers are seen as hardworking (58%), family-oriented (35%), and resourceful (32%).
Source: Bayer, KANTAR Polska S.A. i
63% of the rural population view farmers as environmental protection actors
Source: MRiRW, Centrum Badań Marketingowych INDICATOR, 2025
Only 27% of rural residents consider agriculture to be profitable
Source: MRiRW, Centrum Badań Marketingowych INDICATOR, 2025
Only 22% see agriculture as progressive
Source: Bayer, KANTAR Polska S.A. i
Image of agriculture
Sustainability
Economic importance/payment
Future viability/young talents
Spain
Farmers are regarded as the main sufferers of the green transition
Source: “More in Common”-survey, 2024
68% believe that there are not enough resources to produce efficiently and sustainably
Source: ALAS/Bayer, 2024
Over 50% view the agricultural sector as not innovative
Source: More in Common, 2024
68% see a lack of resources for efficient agriculture
Source: ALAS/Bayer, 2024
Non-European competition as the greatest challenge
Source: ALAS/Bayer, 2024
Image of agriculture
Sustainability
Future viability/young talents
Economic importance/payment
Protests/political stance
Denmark
3,5/5: Confidence at its highest
Source: Radius, 2023
Student numbers at agricultural colleges have been rising for 6 years
Source: Danske Landbrugsskoler
74 % of city dwellers see agriculture as a economic factor
Source: Wilke/Agriwatch, 2024
Society divided on environmental measures: 48 % support subsidies, 52 % taxes
Source: Epinion, 2022
Image of agriculture
Sustainability
Future viability/young talents
Economic importance/payment
Romania
Agriculture is
considered a key sector
Source: iVox, 2019
93 % support farmers’ protests
Source: NSCOP, 2024
71 % see CAP as useful for all EU citizens
Source: Eurobarometer, 2024
The profession is considered unattractive
Source: iVox, 2019
Future viability/young talents
Economic importance/payment
Protests/political stance
Italy
89 % trust in farmers (respected professional group)
Source: Coldiretti / Censis, 2022
77 % believe that the sector conveys important values
Source: Eurispes / Confagricoltura, 2023
86 % see agriculture as central to the economy
Source: Eurispes / Confagricoltura, 2023
Focus on safe, traceable, sustainable production
Source: Coldiretti / Censis, 2022