Nearly nine in 10 UK farmers believe their sustainability efforts are being ignored by the wider food supply chain, according to fresh research from Pinstone Pulse. The findings paint a striking picture of frustration on the ground — even as many farmers are actively changing how they operate.
The new insight tracker, developed by PR and communications agency Pinstone, reveals that 92% of farmers feel unrecognised for their on-farm sustainability work. That concern comes despite growers already implementing an average of eight different sustainable practices, ranging from soil management to biodiversity and waste reduction.
The report highlights a widening disconnect between farmers and the rest of the food system. While the pace of sustainability expectations climbs, many farmers say conflicting policies, high costs and confusing jargon are holding back real progress.
Pinstone’s managing director, Catherine Linch, warns the gap isn’t just about recognition — it’s about trust and practical support. Just 5% of farmers view the UK government as a credible voice on sustainability, the research finds, raising questions about how policy-led change will translate on the ground.
Yet the appetite for change is clearly there. Around 61% of farmers said they are willing to make major changes to how they run their businesses, and 85% would go further on sustainability with the right financial backing.
The central message from the first Pinstone Pulse report is unambiguous: sustainability is happening on farms — but without clearer communication, economic incentives and genuine partnership across the supply chain, progress risks stalling.
