LTO: The Dutch want to pay more for sustainable food

Three quarters of the Dutch consider their lives to be sustainable, for example because they separate waste, turn down the heating or shower for shorter periods. Eating less or no meat is seen as one of the greatest impacts on the fight against climate change. Ambitions for sustainable behaviour are highest when it comes to buying products with sustainability features: 1 in 3 Dutch people would like to do that more often. Striking is that only 20 percent reads the sustainability label. This is evident from research conducted by independent research bureau Direct Research at the request of LTO Nederland among 1,038 Dutch people on what they think about farmers, horticulturalists, food production and sustainability.

Priorities of the Dutchman

The Dutch rank healthcare as the most important issue, followed by climate and education. Food production and animal welfare are placed in the top three most important themes by approximately one in seven Dutch people.

Position of agriculture and horticulture in the Netherlands

Two in three Dutch people are (very) positive about agriculture and horticulture in the Netherlands, because of their expertise, innovative power and efficiency. Only 6 percent are negative. According to the Dutch, the most important aspect of agriculture and horticulture is people's welfare and health. Environmental and nature conservation and food safety are also considered important themes. Protection of the agricultural landscape is (very) important for 9 out of 10 Dutch people.

Healthy and safe food

Half of the Dutch say they are prepared to pay more for a recognisable Dutch produce with better standards. Six out of ten Dutch people want to see the end of the kilo staller, and half see buying seasonal products as the most important way of consciously purchasing.

Entrepreneurship and the future of agriculture and horticulture

According to the Dutch, the most important task for the agricultural and horticultural sector is to produce food. This is mentioned significantly more often than maintaining the landscape and creating/maintaining employment. Only one in three Dutch people are positive about a nitrogen tax for cattle farmers.

"We are pleased with the high level of appreciation for our sector. However, this does not detract from the fact that a lot comes together in the farmyard: pressure from the market, regulations, and ever-changing - sometimes contradictory - demands from citizens and consumers. Healthy products also need a sustainable price. This is more topical than ever. As an association, we will therefore enter into further discussions with our members next month: what can society expect of us, what must be done in return, and how do we organise this? This study offers good starting points for these LTO Talks."

Read the full research ‘Hoe denkt de Nederlander over boeren, tuinders, voedselproductie en duurzaamheid?’(Dutch only)
Lto.nl

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