Research shows NZers more positive about farming and horticulture

A recent poll of 1050 New Zealanders by Primary Purpose - a human-centered strategy, design and social research firm specializing in the primary industries, food production and natural resources - shows that positive sentiment towards our food production industries has grown significantly since a similar study in 2021.

Two thirds (66%) of respondents were positive about sheep and beef farming, up eight points, 63% were positive about dairy farming, up eight points, and more than half (52%) support deer farming, up nine points. There were also positive views about other industries including vegetable growing (81%), fruit growing (80%), kiwifruit growing (76%), arable farming (73%) and grape growing and winemaking (72%). Key reasons for positive sentiment included the economic benefits the industries generate, such as local food production fostering self-sufficiency, helping reduce the costs of food, and bolstering the economy. New Zealanders also valued New Zealand’s ability to feed its own population through a stable and abundant local food supply.

However, a range of challenges and concerns were also raised, in particular the environmental impact of chemicals and fertilizers and some consumers felt that locally produced food is more expensive than imported alternatives, making it hard to access.

“Looking across the survey results for 2024, it’s interesting to note some key differences between food production industries and survey respondent age groups,” says Scott Champion (Founding Partner of Primary Purpose) 

“Plant sectors saw higher levels of positivity than the animal sectors, although the animal industries saw substantial lifts in support since the last survey in 2021. The other difference of note was between age groups surveyed, with older New Zealanders more positive towards all food producing industries, compared to younger age groups.” 

See report: Public perceptions of New Zealand's food producing industries

 For more information, please contact Dr Scott Champion, Founding Partner of Primary Purpose on 021 822 094.