European Food Trust Rebounds, but Confidence in Sustainability Lags

Why It Matters

Trust drives purchasing decisions; the uneven recovery means horticulture firms must prioritize sustainability communication to convert confidence into sales and meet EU diet goals.

Key Takeaways

• Farmers trust at 68% across Europe in 2025.
• Retailer confidence rises to 54%, restaurants to 53%.
• Manufacturers and authorities stay below 50% trust.
• Sustainability perception lags despite health confidence gains.
• Transparency, competence, care are core trust pillars.

Pulse Analysis

The EIT Food "State of Trust" report marks the first notable rebound in European consumer confidence since the 2023 dip, with farmers now enjoying 68% trust – the highest among all food‑system actors. Retailers have climbed to 54% and restaurants to 53%, reflecting improved perceptions of freshness and safety. Yet manufacturers and public authorities lag below the half‑mark, underscoring persistent skepticism toward the middle of the supply chain. This uneven landscape signals that while the overall trust trajectory is upward, the recovery is fragile and highly segment‑specific.

For the horticulture and fresh‑produce sector, the data presents both a challenge and an opportunity. Consumers increasingly view food as healthier and safer, but sustainability remains a weak spot, with confidence in environmental credentials staying markedly low. As EU policy pushes for more sustainable diets and as retailers demand greener sourcing, growers must translate trust into demonstrable eco‑performance. Transparent labeling, third‑party certifications, and clear communication about water use, pesticide reduction, and carbon footprints can bridge the gap, turning sustainability concerns into a market differentiator rather than a liability.

Industry leaders and policymakers can accelerate the trust recovery by embedding the three pillars identified by the report – transparency, competence, and care – into every consumer touchpoint. Open data platforms, real‑time traceability tools, and farmer‑led storytelling can showcase competence, while genuine community engagement demonstrates care. If the sector embraces these practices, the lingering sustainability gap could narrow, converting renewed confidence into lasting purchasing behavior and supporting the EU’s broader goal of healthier, greener diets.