AI in the food supply chain: consumers cautiously optimistic

Consumers are cautiously optimistic about AI in the Dutch food supply chain. On average, they expect the technology’s benefits to outweigh its risks. They trust business owners more than AI. They want business owners to remain in control.

These findings come from the Agrifoodmonitor 2026, a survey of 3,500 consumers. Wageningen Social & Economic Research conducted the study. TKI Agri & Food commissioned this eleventh edition.

AI gives companies a modern image

Consumers see companies that use AI as modern and innovative. They also expect AI to help business owners perform better. Consumers believe AI can contribute to food security and animal welfare. They also see opportunities to reduce food waste and water use. Fruit processors can use AI to pinpoint which stored apples are ready for processing or sale.

Business owners remain in control

Consumers want AI to support business owners rather than replace them. They want to know how companies use the technology in practice. They are concerned about errors and the loss of human contact.

They see food produced using AI as less natural. Some consumers perceive these products as different. This is true even when the product’s characteristics remain unchanged. Project leader Mariët van Haaster-de Winter emphasizes the importance of consumer perceptions. “What consumers experience can carry more weight than the facts.”

Sector ratings remain stable

Ratings for the sectors surveyed remained largely stable this year. Consumers give arable farming, horticulture, and dairy farming the highest ratings. Fishing, supermarkets, and food manufacturing follow. Poultry and hog farming receive the lowest ratings in the survey. However, poultry and dairy farming recorded their highest ratings since 2012.

Agrimatie.nl