New Zealanders are increasingly valuing the country's farmers and growers, recognising their crucial role in driving economic growth and ensuring a reliable local food supply, according to new research. 

A poll by Primary Purpose shows that positive sentiment towards key food production industries has grown significantly since a similar study in 2021.

Two thirds 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 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) and grape growing and winemaking.

The survey also explored the reasons for respondents’ positive or negative sentiment towards the food producing industries. 

Key reasons for the positive sentiment included the economic benefits the industries generate, such as local food production fostering self-sufficiency, helping reduce food costs, and bolstering the economy.  

New Zealanders also valued New Zealand’s ability to feed its 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 fertilisers. 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.”