Fiftyfive5 conducted a consumer survey in August this year to try to understand views on sustainability and any impacts on buying behaviour within fresh produce and the results were presented today in a webinar. One interesting finding is that consumers believe it is primarily the responsibility of the government to act on climate change, and this is less expected of farmers. This means there is an opportunity for farmers to act, which will surprise and delight consumers, leading to stronger brand loyalty and purchasing. This will also assist in consumers forming an emotional connection and bond with the brand. Consumers overwhelmingly think environmentally friendly products should not “cost more”, which challenges growers and retailers. We will outline other findings in subsequent newsletters.