The path ahead for UK food businesses is at a crossroads. Either stick with the status quo and face mounting pressures and a monolithic future, or seize the opportunity to shape a food system that is vibrant, resilient and just.
Many in the sector are currently finding it tough – farming is on a knife edge, the public are feeling the pinch, and brands are grappling with rising threats such as concerns over ultra-processed foods and the disruptive impact of GLP-1 drugs.
But the future remains unwritten. Responsible food businesses have a crucial role to play in steering us towards a brighter tomorrow.
Over the past two decades, I have witnessed the transformative power of brands acting responsibly, as well as the harm caused when they do not. It is clear the companies of the future must help build a food sector that is brighter, more inclusive, and fundamentally fairer. There are three aspects that would help us move towards this vision.
Purpose, diversity, fairness
Bring brightness through purpose. The next era of food must be driven by businesses with a clear, authentic sense of purpose. Adopting a shared mission, such as ‘delivering the good food cycle’ in line with the UK government’s food strategy for England, can help food brands contribute to a better future. Genuine purpose not only motivates teams and builds customer trust, but also gets your business ready for the long term.
Champion diversity to build resilience. The sector desperately needs new perspectives and fresh talent. Supporting initiatives like Emergent Generation, Culture Roots Collective and Ecological Land Cooperative opens doors for young farmers and new entrants, fostering an agroecological and regenerative approach. Critically, this includes a greater focus on securing access to land for young farmers, growers and other new entrants.
This is not simply a diversity box-ticking exercise. It’s about building resilient sources of supply in the future and changing the face – and the faces – of UK farming. At present, just 5% of farm holders in England are under 35, while over two-thirds are older than 55, according to UK government statistics.
Stand up for fairness in food value chains. Fair treatment for farmers and producers is non-negotiable. The current regulatory system has both the Groceries Code Adjudicator and the Agricultural Supply Chain Adjudicator reporting to different government departments, with no obligation to share information with one another.
A recent Riverford survey found three in four farmers feel financially squeezed by retailer practices. The current two-regulator approach cannot address the real drivers of UK farmers experiencing unfair dealings. A single, well-resourced regulator will help prevent unfair dealings between retailers, suppliers and farmers.
So, what kind of future will we choose for food in the UK? Will we settle for a bleak, monochrome outlook, or will we strive to create a sector that is bright, diverse, and fair? The decision is ours to make.
Dan Crossley is executive director of the Food Ethics Council
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