Retailers ally themselves with farmers in battle for consumer trust

However, this provided huge opportunities where UK livestock farmers ‘can drive a point of difference’ with imported products.

“Farmers here have good stuff, with consumers wanting better meat, so celebrate that,” he added.

“Keep telling people your story, play to your strengths – it is long-term, but consumers trust UK farmers.”

He called on governments to learn from the past, adding: “Legislating on welfare, as happened with the pig industry 20 years ago, but then allowing in imports of a lower standard, can be devastating.”

And even if the domestic market provides for potential, farmers should get ready for more labelling around ‘climate friendly diets’, reflecting environmental standards of varying complexity.

Time for British farmers to tell their story

UK farming should look where consumer trends are headed and what other markets are doing, said Prof Hughes.

“Once a year, look up and out, rather than down and in,” he said.

He told those at the RAU to start with consumers, look at their kitchens, and work backwards.

“The growing popularity of non-meat based foods has lessons for all producers,” Prof Hughes said.

“Farmers in the UK, unlike other farmers around the world, are too defensive, keeping their head down until there is a problem.”

He said there was much more trust in UK farmers over other players in the food industry, more than farmers realised.

Consumers were looking for added value around where their groceries come from and those which have stories associated with them.