Your farm is your shop window: Connecting with the public

With increasing consumer interest in where food comes from, and the position the agricultural industry finds itself in with a changing climate, connecting with the public is as important for the future of farming now than ever before. However, the industry doesn’t have the best track record on this, as Steve McLean explains.

“There is a statistic being bandied about that farmers are the most trusted profession next to nursing, which I don’t think should be a great surprise to those of us who know how UK farming operates. But we’re maybe not that good as an industry at telling all the great stories about the great work that happens on UK farms.”

He believes we are moving into an interesting era, where the public are becoming more aware of the risks of climate change, and how the consequential environmental changes are affecting what can and can’t be farmed. “Farmers are placed uniquely to be able to deliver great food, but also help the environment.”

British farming messages that resonate with the consumer
Steve also thinks it’s everyone’s job in the food industry to engage with customers, although acknowledges some find it easier than others. “But there is a real opportunity. We do what we call ‘Meet the farmer’ events where we bring farmers into stores. I noticed how passionate farmers were about what they do, and that resonated with consumers. 

It’s important to us that having the primary producer as close as possible to the retail shelf. We want farmers to understand what the consumer thinking is, and, going forward, demonstrating that we are producing food that is not detrimental to the environment is key.” 

“This is an opportunity to bring to life the great work going on…..so we’re giving customers not just a great product but a great story they can trust that demonstrates UK agriculture is leading the world.”

Why it’s important farmers engage with their customers
“It’s got to be an absolute priority because, ultimately, the public are your end consumer,” says Jenny Olds. “We are focusing particularly on children through farm visits. It was a bit of a marketing tool when we first started, together with Open Farm Sunday, but realised when our own children went to school there wasn’t much provision in schools, so we are doing our bit. Also, don’t forget, it is another income stream, so it pays to do it.” 

Farmer Time creator Tom Martin also talks about this on Farming Focus™ with FWAG South West Education Officer Louise Wallace, and how they are inspiring the next generation of school children.

Steve agrees farmer engagement with consumers is becoming increasingly important both around food production and the vital role farming plays in managing the environment, and he highlights the role of social media.

“The ability to talk openly and honestly about the realities of farming and the difficulties sometimes is going to be important. Not just to make sure that their true voices are heard, but also that we create the opportunity for the younger generation to make their own mark on our industry, and on the great products UK farms produce.”

This also resonates with other podcast episodes stressing the need for dialogue and connection between farmers and consumers. Check out ‘How storytelling helps build industry resilience’ and ‘Talking about animal welfare’.

Connecting with the public: Take home messages
·       There is an appetite from the public to engage with farmers and understand what we do, which is a privilege. Think about the different ways you can engage with the public, whether on your farm or supporting a farming neighbour.

·       Plan. If you do engage with the public, planning the messages and logistics means all parties will gain the most from the experience. There are resources available for this, such as from LEAF, organisers of Open Farm Sunday, or chat to others who have hosted groups.

·       The most important benefit of engaging with the public is to talk about how great UK produce is, and explaining how the way we farm is good for the environment and produces nutrient-rich food.

Making a success of on-farm events
On-farm events may seem daunting, but they don’t have to be and can provide many benefits according to Pete and Jenny Olds. 

The Old’s initial motivation for opening-up their farm to the public was to sell eggs directly from the farm gate. But a few years on, Pete and Jenny are thrilled they’re attracting more and more non-farming families to their events and are enjoying what they do, so encourage other farmers to do the same.

 “I kept thinking we needed something exciting to show, but you don’t,” says Jenny. “Just show them what you normally do because that will be exciting to them. Maybe farmers have too high expectations about what they need to provide. There is such an appetite to learn, and you are broadcasting to a receptive audience.”

Pete and Jenny’s top tips:
1.     Talk to your insurer, telling them what you are planning to do so any sticking points can be addressed prior to the event. 

2.     Do a risk assessment well in advance and have first aiders in position.

3.     Ask your farming friends to help so they can do their bit for community engagement too.

4.     Communicate. Keep potential visitors and those working on the event updated, via social media or emails.

5.     Keep it simple; you don’t need to have ‘over the top’ activities. 

Listen to the full main episode and bonus below - also available via Spotify and Apple Podcasts.

About our guests

Steve McLean was Head of Agriculture & Fisheries at M&S Food for 17 years until becoming Chief Executive of the UK Agri-Tech Centre in January 2026. He is also a partner in his family’s beef and sheep farming enterprise. He was with M&S at the time of recording.

Pete & Jenny Olds are award-winning farmers running 200-acre Cornhill Farm near Camborne in West Cornwall. The farm has a free-range laying-hen enterprise, arable crops and a contracting business. The couple was named Best Commercial Farmer in the 2024 Cornwall Farm Business Awards.