The food industry thinks consumers need to be educated about what constitutes a healthy diet, whereas consumer think the food industry should just provide them with healthier food.

The Plough to Plate research, produced by Business in the Community with the involvement of the NFU, is the first comparative study into the receptions and priorities and consumers and food producers.

It concludes that there is uncertainty over who is really responsible for consumer diet and health and warrants further understanding and research.

This alos applied to food origin. The industry emphasises the need to raise public awareness of where food comes from, but consumers say they want to be provided with more locally sourced food.