New consumer research conducted by Meat and Livestock Australia reveals the perception of farmers "may not be as you think", with findings that consumers "really empathise with us".

MLA marketing manager, David Thomason, reports that consumers said they saw farmers as "hard done by yet easygoing, trustworthy, with high moral values".

"On the downside, they see farmers as perhaps not all that modern, but encouragingly they don't see as us pessimists and whingers. Far from it," Mr Thomason said.

"And consumers have a very high regard for what farmers do."

He said nearly 90 per cent of people strongly agree or agree that cattle producers are hard working and believe they make a positive contribution to the economy.

"And 72 per cent really admire what we do," he said.

"They are sympathetic that we seem to be doing it tough and 74 per cent say they care about farmers' welfare.

"The community really does love us."

But Mr Thomason cautioned against taking all these warm, fuzzy feelings towards farmers for granted.

He says farmers need to be out reassuring and strengthen that trust from consumers.

"We all need to be out there telling the story of agriculture in as many different places as we can," he said.