A widening gap between farmers and the wider food supply chain has been exposed by new research showing that 92% of UK farmers believe their sustainability efforts are going unrecognised.
The findings come from Pinstone Pulse, a new insight tracker launched by specialist PR and communications agency Pinstone. Despite the lack of recognition, the report reveals that farmers are far from inactive: 61% say they are willing to make significant operational changes and are already implementing an average of eight sustainable practices across their businesses, from soil and nutrient management to biodiversity enhancement, and waste reduction.
Catherine Linch, managing director at Pinstone, said the data shows that on‑farm progress is at risk of being overshadowed by the speed and complexity of sustainability demands across the agri‑food sector.
“We know sustainability expectations are increasing, but our report highlights that the reality is what’s being delivered on‑farm is often overlooked,” she said.
Disconnect echoes earlier findings on barriers to adoption
The sense of disconnection reflected in the new research builds on concerns raised last year.
In April 2025, AgTechNavigator reported on a Barclays‑commissioned study which called for placing farmers at the centre of R&D to drive ag innovation. That report concluded that while farmer enthusiasm for technology is high, key barriers remain – notably costs, data security concerns and lack of training.
The latest Pinstone Pulse findings suggest those barriers persist – and may be worsening as expectations outstrip farmer support.
Conflicting policies, jargon and unclear expectations are holding progress back
According to Pinstone, the biggest obstacles to further sustainability improvements are conflicting or fragmented policies; high costs of implementing new practices; and confusing or polarising sustainability terminology.
“Definitions and policies have become broader and more fragmented, creating expectations that are difficult for farmers to plan and invest against,” Linch explained. She added that poor communication is compounding the issue: “The findings highlight how important language is, and the way we communicate on these important issues if we are to engage with farmers effectively, so they feel part of the conversation.”
Farmers ready to change – but they need trust, clarity and economic support
While the report paints a picture of frustration, it also shows clear appetite for further action.
Eighty‑five percent of farmers say they would go further on sustainability with the right financial support. But trust is a major stumbling block: only 5% of farmers view the UK government as a credible voice on sustainability.
This lack of trust raises serious questions about how policy‑led change can be rolled out effectively at farm level.
Linch said the results underline a simple truth: “Farmers aren’t resistant to change; they’re resistant to being asked to change if they don’t feel that ‘ask’ is coming from a place of understanding, and when there’s no tangible reward or support to match it.
“The research exposes a widening gap between ambition and action. The pace of expectation has outstripped the pace of support.”
Economic viability remains the central factor in farmers’ decision‑making – and is increasingly where the disconnect between on‑farm reality and supply‑chain ambition is most visible.
A call for partnership, not pressure
The overarching message from the first Pinstone Pulse report is clear: Sustainability is happening on farms – but it risks stalling unless the supply chain, policymakers and agri‑businesses engage farmers as partners, not recipients of top‑down demands.
“Sustainability will only accelerate if policymakers and the supply chain build greater trust and demonstrate economic viability while speaking the right language,” said Linch.
Download a copy of the Pinstone Pulse report here: From Pressure to Partnership
