Molly Biddell: Defra should pay for more public engagement
© Supplied by Molly Biddell How often have you heard a farmer sigh about the disconnect between the public and the realities of farming? Many times. But it’s also true that our sector has never been so relevant.
The popularity of Kaleb, Clarkson, “farm-fluencers” and nature writers is proving that more and more people are interested. I run the public engagement for our farm and experience first-hand how powerful communication can be.
At Hampton, engagement is not just about finding customers for our pasture-fed beef and eco-campsite. The real value is in sharing information, providing explanations for why and how we manage land.
See also: Molly Biddell – biodiversity net gain is worth the wait
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We’ve been embarking on several nature-restoration schemes, and actively reaching out and bringing people with us is pivotal.
So, what’s in my ideal public engagement toolbox?
First, social media. I know it’s a cliché, but it really is awesome how quickly we can explain what we are doing through posts on Instagram and Facebook.
I find it amazing that a technical description of our hop-picking machine gets more likes than photos of calves.
Second, talking to people in real life. We have hosted drop-in sessions in car parks, meet-the-cows walks, breakfasts and lunches.
I am thrilled with how many people turn up and by the questions asked. Yes, conversations can be tricky, but honesty and patience goes a long way.
Third, signs, maps and QR codes. They are all super-helpful in engaging people with the landscape they are in. If we don’t provide the information, how can we expect people to know it?
However, hosting events and making signs isn’t cheap, and the return on investment is intangible, despite being critical.
My ask of Defra is that some Environmental Land Management scheme funding is allocated to cover the costs of public engagement.
Better and more communication is key to the success of our sector.