Selling the story of UK food and farming: beyond the bubble

Written by Dr Danni Robb - connect with me on Linkedin here!

Last night’s Selling the Story of UK Food and Farming event tackled a question that often feels easier to ask than answer: how do we genuinely connect consumers with the reality of UK food and farming – and change behaviours, not just attitudes?

What became clear is that while the sector talks a lot about trust, sustainability and ethics, the way we communicate these ideas is still falling short.

Education alone isn’t enough

One of the strongest themes was the limitation of education-led messaging on its own. Public health campaigns like “eat five a day” are well known, yet even now many people aren’t sure what that actually means - or why it matters. The lesson for food and farming is similar: information alone does not equal behaviour change.

Instead, marketing that focuses on emotions, habits and convenience is far more effective. If we want people to eat differently, shop differently, or value food differently, we need to think less about facts and figures and more about how people actually behave day to day.

Escaping the food and farming “bubble”

The discussion also acknowledged something the sector doesn’t always like to admit: we often talk to ourselves. Food and farming is full of specialist language, certifications and shorthand that make perfect sense internally - but very little outside the industry.

Terms such as regenerative, sustainable, or even familiar assurance schemes mean very different things to different people, if they mean anything at all. This creates a barrier. To reach wider audiences, we need to step outside the bubble, assume less prior knowledge, and focus far more on human stories; the people, places and motivations behind food production.

There was a strong sense that character and narrative are a missed opportunity in UK agriculture. The story is there, but we are not telling it clearly or consistently enough.

Ethics vs price – and a system set up for conflict

Despite consumers claiming to care about sustainability and ethics, price remains the dominant driver. This isn’t hypocrisy; it reflects a system that makes it hard for people to act on their values.

The fragmented nature of UK agriculture only adds to this. Without a clear, shared identity, “British food” can mean very different things depending on who you ask. That lack of a coherent brand weakens the sector’s ability to explain value, whether environmental, nutritional or social.

Trust marks without understanding

The example of Red Tractor sparked useful debate. The logo offers reassurance and signals that a product meets certain standards – but most consumers do not know what those standards actually are, or what is required of farmers to meet them.

This raises an uncomfortable question: is trust enough if it isn’t underpinned by understanding? Or does the industry need to do more to explain what sits behind these assurance marks – in clear, relatable terms that connect standards to real-world outcomes?

Value, protein, and who controls the message

Another insight centred on where value sits in the supply chain. Farmers are acutely aware of nutritional and market trends – such as shifts from fat percentage to protein content in milk. Yet these insights rarely translate into compelling storytelling at farm level.

Why? The suggestion was that marketing power – and therefore value – often sits elsewhere, limiting how farmers can shape the narrative around what they produce. This disconnect contributes to frustration across the sector.

Designing for behaviour, not just ideals

Looking ahead, the conversation moved beyond food insecurity and into how technology could shape future diets with purpose. AI-driven recommendations, for example, could influence what people eat based on health, sustainability or lifestyle but only if trust, clarity and value are built into the system.

Equally important is meeting people where they are now. Healthy “grab-and-go” food options were highlighted as a practical opportunity: if convenience drives behaviour, then health and sustainability must be embedded into convenience itself.

So, what’s next?

A recurring conclusion was the need for permission – permission to think differently, move beyond metrics alone and focus on behavioural insight over volume or yield. There was also a clear call for stronger coordination: many felt a central body is needed to help reshape the narrative around UK food and farming, providing clearer messaging and greater consistency across the sector.

The event didn’t offer a single solution but it did underline an important truth. The future of UK food and farming won’t be secured through better facts alone. It will depend on better stories, better alignment, and a deeper understanding of how people really make choices.

Thank you very much to Savills for hosting the network including drinks and canapes, and Erin Larnder, Harry Evans and Clare Otridge for coming on the panel. Big thanks also to Jess Millbank for Chairing the panel and the WiFF Ops team for coordinating and bringing this event together!

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