How farmers can engage the public with agriculture

From social media to farm walks, creative initiatives are bridging the gap between agriculture and the public.

The fallout from October’s controversial Budget has amplified the pressures on British farmers, with proposals to scrap farm inheritance tax relief and rising employer costs compounding existing challenges like agflation, extreme weather events and reduced government support.

In these trying times, public engagement has never been more vital for protecting the future of the farming industry.

See also: Molly Biddell: Defra should pay for more public engagement

Despite these challenges, public interest in agriculture is at an all-time high, spurred in part by Jeremy Clarkson’s high-profile farming ventures.

This interest presents a great opportunity for farmers to connect with the public, dispel misconceptions, and highlight the realities of modern farming.

A ‘golden age’ of opportunity

Cambridgeshire farmer and agricultural advocate Tom Martin recently described this moment as a “golden age of farming” during a speech at the British Guild of Agricultural Journalists harvest lunch in London.

Before returning to the family farm, Tom enjoyed a successful career working for 10 years in film distribution for Universal Pictures.

“The film industry would pay millions for the marketing appeal agriculture enjoys,” he told delegates.

“Yet as farmers, we’ve already got it. People want to see the pictures, hear the stories, and understand what we do.”

Acknowledging the struggles farmers face, he asked: “After the wettest winter in living memory followed by a late, wet spring, terrible conditions, and bearish market prices, would anyone but an optimist plant again?”

Despite, or maybe because of this, Tom says the time is right to connect with the public.

His groundbreaking Farmer Time initiative links schoolchildren with farmers via live video calls, providing an engaging and educational glimpse into rural life.

“Farmer Time is the perfect antidote to feeling isolated or beaten down by challenges,” Tom tells Farmers Weekly. “It gives farmers a renewed perspective on their essential role in producing food and caring for the environment.”

The project, now connecting classrooms with farms across the UK, has transformed perceptions and inspired a new generation.

A recent survey of Farmer Time participants found that 100% of farmers enjoyed it and 99% found it easy to engage with the class.

In addition, 94% of teachers found it easy to relate Farmer Time calls to the curriculum; 88% of classes discussed “the environment” and half of the pairings discussed careers.

Opening farm gates

Events like Open Farm Sunday have further strengthened the bond between farmers and the public.

Organised by Leaf (Linking Environment and Farming), this annual June event welcomes thousands of visitors to farms across the country, offering first-hand insight into the complexities of food production.

Farmers such as Ian Pigott, founder of Open Farm Sunday and Leaf demonstration farmer, have turned these opportunities into platforms for deeper public understanding.

He has spoken passionately about how the event connects people with agriculture and allows many thousands of visitors to experience life on a farm and understand where their food comes from.

On-farm promotion

Farmers can also engage the public directly through simple yet impactful measures on their land.

Laminated signs with QR codes placed along public footpaths or gates can educate visitors about farming practices (see panel “South Downs farmers share stories through film trail”).

For example, a sign near a lambing field could explain the process and link to videos showing the care involved in raising sheep.

Others could highlight sustainable practices such as crop rotation, hedgerow planting, or water conservation.

Farm walks are another effective method for public engagement.

Partnering with local organisations with different expertise to host farm walks jointly is also a great idea, says Tom.

This year, for example, he has hosted three different events in conjunction with the Wildlife Trust for Bedfordshire, Cambridgeshire & Northamptonshire at his farm near Peterborough – a dawn chorus birding event, a dusk safari and a regular farm walk.

“I take all those events as an opportunity to talk to people about farming, the way we farm, how we look after nature and why people can be proud to buy British food,” Tom says.

“I want people to go home thinking when the government spends money on farming, it’s money well spent.”

Guided tours offer a unique opportunity for people to witness farming processes first-hand, ask questions, and appreciate the dedication behind every meal.

“It’s about transparency and trust,” says North Wales hill farmer Gareth Wyn Jones, who hosts immersive farm tours to US and worldwide tourists from April to November.

“When people see the care we put into what we do, they understand why farming matters.”

Social media boom

Social media has emerged as a powerful tool for farmers to connect with audiences far beyond their local communities. Platforms like Instagram and TikTok are perfect for sharing snapshots of daily farm life.

“Even a simple photo of a sunrise can spark curiosity and start a conversation,” Tom says.

In particular, TikTok offers a creative outlet to showcase the fun, dynamic aspects of farming.

Farmers can participate in trends or post engaging videos about their daily routines, reaching younger audiences in an entertaining way.

On the other hand, platforms like Facebook and X (formerly Twitter) cater to more in-depth discussions about industry issues and policy debates.

Farmers like Olly Harrison, known for his engaging YouTube channel (@OllyBlogsAgricontractfarmer), are using the platform to document farm life in detail, from crop planting to harvesting.

“YouTube allows us to tell a longer story,” Olly explains. “Viewers see the challenges, hard work, and sometimes the joy of farming, which fosters genuine connections.”

The recently introduced Bluesky social media platform also provides farmers with an alternative user-driven space to X to share their stories, discuss pressing issues, and build stronger connections with the public in an authentic and transparent way.

Tom Martin (centre) and birdwatchers taking part in a farmland bird count © Tom Martin

Reaching communities

Local parish magazines and newspapers remain an overlooked, yet valuable way to reach rural and suburban audiences.

Regular columns or features about farming can share updates on seasonal activities, sustainability efforts, and local food production.

Farmers can use these platforms to invite readers to events or farm tours, creating a sense of community connection.

Inviting your local MP (or local councillors) to your farm is also a powerful way to raise awareness about the critical role farming plays in society beyond producing the nation’s food. If you are too busy to host, write a letter instead.

The road ahead

Public engagement is no longer optional for farmers – it’s essential.

By embracing creative outreach methods, farmers can bridge the gap between the countryside and the consumer, fostering a deeper appreciation for their work.

Whether through social media, farm walks, or initiatives like Farmer Time, these efforts not only secure public support but also build a resilient foundation for the future of British agriculture.

As Tom puts it: “Farmers are central players in tackling society’s biggest challenges, from climate change to biodiversity. We just need to share our story – and the world is ready to listen.”

Defra to pay for educational farm visits under new SFI offer

© Tom Martin

Farmers in England will soon be able to earn £363 per visit for hosting educational tours under a new capital grants item being launched by Defra.

Originally announced in the January Agricultural Transition Plan update, the “educational access action” aims to increase public understanding of farming, forestry, food production, and the natural landscape.

The initiative will support farmers in England who open their holdings or woodlands to schools, community groups, and other organisations.

The item was initially intended to be offered under the Sustainable Farming Incentive, but it has been switched to capital grants. 

Full details of these additional SFI actions are expected very soon, offering farmers further opportunities to enhance sustainability while engaging the public in the importance of agriculture and environmental stewardship.

South Downs farmers share stories through film trail

© Ben Taylor

Walkers in the South Downs National Park can now gain a deeper understanding of local farming through an innovative Meet the Farmer film trail.

Seven plaques with QR codes have been placed along the South Downs Way in West and East Sussex, offering insights into the lives and work of farmers who care for the landscape.

Among the featured farmers is Ben Taylor, of the Iford Estate near Lewes, who highlights efforts to boost biodiversity, with bird species increasing from a handful to more than 100.

Supported by the South Downs National Park Authority, the project celebrates farming’s role in shaping and preserving this iconic landscape.