LTO: Consumers do not yet pay for sustainability

The existence of farmers and horticulturists is at risk because of the ever higher legal and regulatory requirements. If the government and customers want the agricultural sector to become even more sustainable, this is only possible if everyone takes responsibility. Farmers and horticulturalists want to, but cannot do it alone. A consumer survey carried out by LTO shows that consumers are also willing to contribute. 62% of the respondents want the campaigns on meat removed from the shelves as soon as possible. But only 24% really study the label on sustainability. The will is there, but the farmer does not yet notice this in his wallet.

Farmers and horticulturists want to meet the highest production standards with healthy animals and protect the climate, biodiversity and landscape. But there must be a raison d'être, an earning model for the farmer. And that does not come true with bonus offers. Research among 1558 consumers shows that consumers also want to make a contribution by, for example, leaving the kilocaliners out. No less than 62% of the respondents would like to have these off the shelves as soon as possible. When buying vegetables, meat, fruit and dairy products, only 27% say they are guided by price. 59% consider seasonal products important. 44% consciously buy Dutch products, 34% organic products and 46% free-range products. On the other hand, only 24% consciously reads labels to determine how sustainable a product is. Consumers are willing, but not yet consciously pulling the purse for sustainability.

Lto.nl