New Zealand’s farmers are trusted, but there’s still work to do

In 2022-2023, a series of research projects by the Our Land and Water National Science Challenge explored New Zealanders sense of connection and trust in farming.

The key takeaway is that, on the whole, New Zealanders value their farmers and trust them to do the right thing by their land, animals and communities. But the job isn’t done.

Public expectations about farming are changing, people feel disconnected from the source of their food and they’re asking for more open and honest communication about what happens on-farm.

This factsheet covers the key findings from four of these research projects and suggests how the New Zealand food and fibre sector can take action on connection and trust in farming.