Research toplines 2025
Riverford’s research was conducted by Censuswide, among a sample of 200 horticulture farmers who currently have direct contracts with supermarkets or who have traded with supermarkets in the last five years (aged 18+). The data was collected between 02.10.2025 and 10.10.2025. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council.
have been forced to accept at least one of the following conditions from supermarkets:
- Unreasonable demands like colour, size or shape leading to waste or a lower price that does not cover costs
- Being delisted
- Late payments
- Unfavourable contracts
- Unfair or unprofitable pricing
- Cancelled orders
- No notice for changed terms
feel under financial pressure from supermarket buying practices
agree that the current supply-chain regulatory system is unfit for purpose and does not protect farmers from unfair supermarket practices
agree that a single, central regulatory body overseeing the entire supply chain (from farmer/grower to supermarket) would ensure fairer treatment of British farmers
consider their farm to be at financial risk due to supermarket behaviour
agree that they have no choice but to accept all the terms that supermarkets set for fear of being delisted and not being able to sell their farm goods
agree that making a living through farming has never been harder
believe supermarket practices (such as late payments, cancellations, unfair product pricing), are contributing to stress and poor mental health amongst the farming community
agree that supermarket practices are pushing farmers towards more intensive, less environmentally sustainable methods just to survive
feel that the buying relationship between farmers and supermarkets has worsened over the last 2 years
Research toplines 2023
This research was carried out online by Opinion Matters, from 20th July 2023 – 26th July 2023. Responses came from a panel of 100 horticultural (fruit and veg) farmers, aged 18+, who are currently trading with supermarkets or have traded with supermarkets in the last five years.
To what extent do you agree or disagree with the following statements?
“I consider my farm to be at financial risk.”
Over half (53%) of those surveyed consider their farm to be at financial risk.“I expect my farm to go out of business within the next generation.”
expect their farm to go out of business within the next generation.“Making a living through farming has never been harder.”
A huge 67% agree that making a living through farming has never been harder.“Farming sits at the bottom of the government's list of priorities.”
Over half (54%) believe that farming sits on the bottom of the government’s priorities.“I am worried about the future of my farm.”
are worried about the future of their farm.How likely, if at all, is it that you will have to give up your farm in the next…?
Almost half (49%) believe they will have to give up their farm in the next 12 months.
feel they are going to have to give up their farm in the next 18-24 months.
of those surveyed who own a 5-20 hectare farm feel they are going to have to give up their farm in the
next 18-24 months.
How optimistic or pessimistic are you about improving your farm's financial situation over the next 12 months?
of farmers surveyed are optimistic about their farm’s financial situation over the next 12 months.
What, if anything, are your biggest concerns for the farming industry? (Tick up to five)
The top three biggest concerns for the farming industry were:
Crops failing due to weather extremes
Risks in future government support
Supermarkets or supermarket buyers' specifications getting too hard
For context, horticultural farmers are more concerned with supermarket behaviour than rising input costs (22%) or even seasonal, non-seasonal workers shortages (22%) and a loss of direct subsidies (19%).
What data-percentage of your income is dependent on a supermarket (or their buyers) purchasing from you?
said that 61-70% of their income was dependent on a supermarket, or their buyers, purchasing from them.
said that 31-40% of their income was dependent on a supermarket, or their buyers, purchasing from them.
When it comes to trading with supermarket supply chains, which of the following do you agree with? (Tick all that apply)
agree that supermarkets are focusing too much on reducing waste, water use, energy and greenhouse gas
emissions, rather than supporting
local food and farming.
agree that they have received payment outside of 30 days from supermarkets.
A further 29% agree that they have received a cancelled order from supermarkets with no explanation.
agree that supermarkets are at the root of the problems that farmers are currently facing
One in four farmers (23%) say they have suffered a loss of crop due to cancelled orders from supermarkets.
To what extent do you agree or disagree with the following statement:
“Tougher regulations are required to redress the imbalance of power between farmers, processors and the supermarkets.”
A huge 69% agree that tougher regulations are required to redress the imbalance of power between farmers,
processors and the supermarkets.
How much of an impact would it have on your business if the supermarkets or supermarket buyers you dealt with adopted the following practices?
agree that it would have a positive impact if buyers paid the amount that they initially agreed to pay (e.g.
did not then try and slash prices after initial agreement)
agree that it would have a positive impact if buyers bought everything they committed to buy (e.g. X amount
of meat/X amount of vegetables).
How many generations of your family have worked as farmers?
- 15% had one generation of their family working as farmers.
- 34% had two generations of their family working as farmers.
- 31% had three generations
- 14% had four generations
- 7% had five or more generations of their family working as farmers
Do you feel future generations in your family can make a living from farming?
feel that future generations in their family can make a living from farming
do not feel that future generations in their family can make a living from farming