Poll shows New Zealanders’ rising appreciation for farmers and growers

A Primary Purpose poll shows Kiwis' positive sentiment towards key food production industries has grown.

New Zealanders are increasingly valuing the country’s farmers and growers, recognising their crucial role in driving economic growth and ensuring a reliable local food supply.

A recent poll by Primary Purpose, a research firm specialising in primary industries, shows that positive sentiment towards key food production industries has grown significantly since a similar study in 2021.

The poll, conducted in November 2024, was based on a nationally representative survey of 1050 New Zealanders

Two-thirds (66%) of respondents were positive about sheep and beef farming, up eight points, 63% were positive about dairy farming, up eight points, and more than half (52%) supported deer farming, up nine points.

There were also positive views about other industries including vegetable growing (81%), fruit growing (80%), kiwifruit growing (76%), arable farming (73%) and grape growing and winemaking (72%).

The survey also explored the reasons for respondents’ positive or negative sentiment towards the food-producing industries.

Key reasons for positive sentiment included the economic benefits the industries generate, such as local food production fostering self-sufficiency, helping reduce the costs of food, and bolstering the economy.

Kiwis also valued the country’s ability to feed its own population through a stable and abundant local food supply.

However, a range of challenges and concerns were also raised, in particular, the environmental impact of chemicals and fertilisers and some consumers felt that locally produced food is more expensive than imported alternatives, making it hard to access.

Primary Purpose’s founding partner, Scott Champion, said there were key differences between food production industries and survey respondent age groups.

“Plant sectors saw higher levels of positivity than the animal sectors, although the animal industries saw substantial lifts in support since the last survey in 2021.

“The other difference of note was between age groups surveyed, with older New Zealanders more positive towards all food-producing industries, compared to younger age groups.”

Survey methodology

These results are based on a nationally representative survey of 1050 New Zealanders, conducted from November 19-29, 2024.

The goal was to understand if public perceptions towards the food production industries had changed over recent years.

The margin of error is ±3.1% at the 95% confidence level.

- Primary Purpose is a human-centred strategy, design and social research firm specialising in the primary industries, food production and natural resources.