Proagrica's research reveals a shift in consumer behavior in the UK post-Covid-19 pandemic towards more ethical and sustainable food choices. The survey found that 48% of adults are more conscious about the origin of their food, with 71% opting for local produce and reducing food miles. Nearly half of the respondents prefer meat and fish farmed ethically, and a third are consuming more organic food and alternative proteins. The agriculture industry is encouraged to reduce pesticide use and improve water usage, as suggested by 48% and 20% of consumers respectively. Proagrica's managing director, Graeme McCracken, underscores the importance of a food system that is traceable and ethical, as consumers are increasingly seeking certification kitemarks to guarantee these standards.