diff --git a/lib/reporting/report_headers_builder.rb b/lib/reporting/report_headers_builder.rb
index e52a7a6792..cc5b537fa5 100644
--- a/lib/reporting/report_headers_builder.rb
+++ b/lib/reporting/report_headers_builder.rb
@@ -4,12 +4,19 @@ module Reporting
   class ReportHeadersBuilder
     attr_reader :report
 
-    def initialize(report)
+    def initialize(report, current_user)
       @report = report
+      @current_user = current_user
     end
 
     def table_headers
-      report.columns.keys.filter{ |key| key.in?(fields_to_show) }.map do |key|
+      filter = if OpenFoodNetwork::FeatureToggle.enabled?(:report_inverse_columns_logic,
+                                                          @current_user)
+                 proc { |key| key.in?(fields_to_show) }
+               else
+                 proc { |key| !key.in?(fields_to_hide) }
+               end
+      report.columns.keys.filter { |key| filter.call(key) }.map do |key|
         translate_header(key)
       end
     end
@@ -18,6 +25,14 @@ module Reporting
       report.columns.keys.map { |key| [translate_header(key), key] }
     end
 
+    def fields_to_hide
+      if report.display_header_row?
+        report.formatted_rules.map { |rule| rule[:fields_used_in_header] }.flatten.reject(&:blank?)
+      else
+        []
+      end.concat(params_fields_to_hide)
+    end
+
     def fields_to_show
       fields_in_headers = if report.display_header_row?
                             report.formatted_rules.map { |rule|
@@ -41,6 +56,10 @@ module Reporting
       Spree::Money.currency_symbol
     end
 
+    def params_fields_to_hide
+      report.params[:fields_to_hide]&.map(&:to_sym) || []
+    end
+
     def params_fields_to_show
       report.params[:fields_to_show]&.map(&:to_sym) || report.columns.keys
     end
diff --git a/lib/reporting/report_row_builder.rb b/lib/reporting/report_row_builder.rb
index 88eb1a1966..28bec7b25b 100644
--- a/lib/reporting/report_row_builder.rb
+++ b/lib/reporting/report_row_builder.rb
@@ -7,8 +7,9 @@ module Reporting
 
     attr_reader :report
 
-    def initialize(report)
+    def initialize(report, current_user)
       @report = report
+      @current_user = current_user
     end
 
     # Compute the query result item into a result row
@@ -27,7 +28,12 @@ module Reporting
     end
 
     def slice_and_format_row(row)
-      result = row.to_h.select { |k, _v| k.in?(report.fields_to_show) }
+      result = if OpenFoodNetwork::FeatureToggle.enabled?(:report_inverse_columns_logic,
+                                                          @current_user)
+                 row.to_h.select { |k, _v| k.in?(report.fields_to_show) }
+               else
+                 row.to_h.reject { |k, _v| k.in?(report.fields_to_hide) }
+               end
       unless report.raw_render?
         result = result.map { |k, v| [k, format_cell(v, k)] }.to_h
       end
diff --git a/lib/reporting/report_rows_builder.rb b/lib/reporting/report_rows_builder.rb
index 1395aef98d..e9a460904a 100644
--- a/lib/reporting/report_rows_builder.rb
+++ b/lib/reporting/report_rows_builder.rb
@@ -4,9 +4,9 @@ module Reporting
   class ReportRowsBuilder
     attr_reader :report
 
-    def initialize(report)
+    def initialize(report, current_user)
       @report = report
-      @builder = ReportRowBuilder.new(report)
+      @builder = ReportRowBuilder.new(report, current_user)
     end
 
     # Structured data by groups. This tree is used to render
diff --git a/lib/reporting/report_template.rb b/lib/reporting/report_template.rb
index 7ecc0484be..9c2cc3fe00 100644
--- a/lib/reporting/report_template.rb
+++ b/lib/reporting/report_template.rb
@@ -9,7 +9,8 @@ module Reporting
     delegate :raw_render?, :html_render?, :display_header_row?, :display_summary_row?, to: :renderer
 
     delegate :rows, :table_rows, :grouped_data, to: :rows_builder
-    delegate :available_headers, :table_headers, :fields_to_show, to: :headers_builder
+    delegate :available_headers, :table_headers, :fields_to_hide, :fields_to_show,
+             to: :headers_builder
 
     delegate :formatted_rules, :header_option?, :summary_row_option?, to: :ruler
 
@@ -104,11 +105,11 @@ module Reporting
     end
 
     def rows_builder
-      @rows_builder ||= ReportRowsBuilder.new(self)
+      @rows_builder ||= ReportRowsBuilder.new(self, @user)
     end
 
     def headers_builder
-      @headers_builder ||= ReportHeadersBuilder.new(self)
+      @headers_builder ||= ReportHeadersBuilder.new(self, @user)
     end
 
     def ruler
diff --git a/spec/lib/reports/report_spec.rb b/spec/lib/reports/report_spec.rb
index 790329f21f..964bd8f1bf 100644
--- a/spec/lib/reports/report_spec.rb
+++ b/spec/lib/reports/report_spec.rb
@@ -101,7 +101,28 @@ module Reporting
         check_report
       end
 
+      describe "fields_to_hide" do
+        before do
+          allow(OpenFoodNetwork::FeatureToggle).to receive(:enabled?).with(
+            :report_inverse_columns_logic, anything
+          ).and_return(false)
+        end
+
+        let(:params) { { fields_to_hide: [:product] } }
+
+        it "works" do
+          @expected_headers = ['Hub', 'Price']
+          check_report
+        end
+      end
+
       describe "fields_to_show" do
+        before do
+          allow(OpenFoodNetwork::FeatureToggle).to receive(:enabled?).with(
+            :report_inverse_columns_logic, anything
+          ).and_return(true)
+        end
+
         let(:params) { { fields_to_show: [:hub, :price] } }
 
         it "works" do
@@ -263,13 +284,26 @@ module Reporting
           }]
         end
 
-        let(:params) { { fields_to_show: [:hub, :quantity], report_format: 'json' } }
+        describe "for fields_to_show" do
+          let(:params) { { fields_to_show: [:hub, :quantity], report_format: 'json' } }
 
-        it "works" do
-          @expetec_rows = [
-            { hub: "Hub 1", quantity: 4 }
-          ]
-          check_report
+          it "works" do
+            @expetec_rows = [
+              { hub: "Hub 1", quantity: 4 }
+            ]
+            check_report
+          end
+        end
+
+        describe "for fields_to_hide" do
+          let(:params) { { fields_to_hide: [:customer], report_format: 'json' } }
+
+          it "works" do
+            @expetec_rows = [
+              { hub: "Hub 1", quantity: 4 }
+            ]
+            check_report
+          end
         end
       end
     end