Research Aims

The aim of the research project was to highlight to the agri-food industry what young people believe, think, and are motivated by, across four key themes:

1. Sustainable Food Production

What does this mean to young people, do they want sustainable food choices, what do they believe the agri-food industry is doing to be more sustainable, do they believe brands and supermarkets put sustainability at the heart of what they offer to consumers, and in their own decision-making processes?

2. Conscious Consumers

How do our future generation buy food, what do they think about when purchasing, what is important to them, are they consciously consuming, should they? What motivates them to purchase and what information do they want / need or even disregard?

3. Diversity and Inclusivity

Is the agri-food industry inclusive? How is the industry diverse, could it do better? What are the barriers and opportunities for those wishing to enter? How to we open up opportunities to learn about the agri-food industry, particularly to those who have had no or little exposure to it. How can we provide a system that allows inclusive access?

4. Careers

Are young people interested in a career in the agri-food industry – do they know how to enter it? Have they ever had any information about career opportunities? What are their perceptions of a career in the agri-food industry? What passions do they have and how do we tap into them?

Working alongside LEAF Education Specialists, Harper Adams Senior Lecturers and McDonald’s Progressive Young Farmers, we sought to identify clear recommendations and actions for each of the four themes, for the agri-food industry to listen to, learn from and to action.

The results of this project will help inform our work and ensure that young people can help shape the direction of the agri-food industry so that we harness fresh talent and new thinking that will drive our industry forward.

Over the coming years, we aim to convene and lead a far-reaching programme of promotion, outreach and education to:

• Ensure the agri-food industry listens to young people

• Provide young people with the knowledge and skills to empower them to be informed consumers

• Raise the profile of the agri-food industry to young people and its role in addressing