#FarmingCAN: 96% of Open Farm Sunday visitors say it gave them a greater appreciation of farming

For 18 years, farms of all shapes and sizes have taken part in the widely recognised Open Farm Sunday event. Emily Ashworth finds out why it is more important than ever to connect to consumers

11 June 2024 • 1 min read

#FarmingCAN is a consumer facing campaign which aims to showcase the vital role farming plays across society

There are not many opportunities for farming to welcome millions of people through its gates and allow the public to truly see the inner workings of British agriculture. And that is exactly why Leaf's Open Farm Sunday (OFS) event has been such a success.

Since its inception in 2006, over 2,121 farmers have taken part in the mission to help educate and engage with the public, welcoming a staggering 3 million people onto farms across the country. This year feels all the more important given that OFS is celebrating its 18th anniversary, and because it is also – once again – a year of great change in the industry.

LISTEN NOW: New entrant sets up successful farm business after visiting Open Farm Sunday

Andy Bason runs an 800-hectare (1,977-acre) arable farm at Newhouse Farm near Winchester. It has been owned by the Cammack family since 1999, and they first participated in Open Farm Sunday in 2019. Having started with an invitation-only process, they have grown in confidence and their event now welcomes 1,500 visitors. Andy says it is ‘important to showcase what we, as farmers, are doing.' "It is a great way to show the public that making informed choices about where their food comes from matters," he says. "There is a huge demand for knowledge about farming from the public. We, as farmers, owe it to our industry to fill the current knowledge gap." There are various aspects to a farm visit at Newhouse Farm, including woodland management, livestock and arable. Visitors can talk to experts or opt for a tractor and trailer ride, but what Andy enjoys most is the response, which makes putting on the event worthwhile. He says: "My favourite moment of Open Farm Sunday is walking around the event and listening to the conversations and comments from the public, which are always positive." Each event, on every different farm taking part, is different. Dairy farmers Rachael and Richard Risdon from Woodrow Barton Farm, Exeter, first hosted in 2017. They have their own story to tell – their 162-hectare (400-acre) farm was originally across arable and sheep, but it has been converted to an all-grass, spring-calving dairy farm. They have decided to keep their events on the smaller side. READ NOW: <a href="https://www.farmersguardian.com/news/4140419/open-farm-sunday-boosts-trust-farming-leaf">Open Farm Sunday boosts trust in farming, says LEAF</a> "For our first event, we advertised in the local parish magazines and school newsletter, which led to 60 local visitors," says Richard. "Since Covid-19, we have used the free ticketing system to help manage numbers, and we limit it to 150 people. "Our Open Farm Sunday consists of two guided walks looking at the grazing cattle, livestock and parlour to show visitors the processes of our dairy farm. Then, after the farm walk, we hand out free milk and milkshake samples. <h3>Farm-to-fork </h3> "We are doing this because we firmly believe that people need to connect to where their food comes from." According to research from NielsenIQ, sustainability is at the top of the list for consumers. The term is one used heavily in farming conversation at present, especially concerning policies such as the Sustainable Farming Incentive and the Welsh Sustainable Farming Scheme. There is no doubt that this is at the forefront of farmers' minds, and the majority are already farming in ways that adhere to such practices. But the job now is to convince shoppers. According to the NielsenIQ study, 61 per cent – which is nearly two-thirds of UK consumers – felt sustainability was more important to them than it was two years ago. Plus, 78 per cent of consumers said that in order for them to make informed choices, it should be mandatory for businesses to give full transparency into their supply chain. This is where Open Farm Sunday can play a vital role in helping to bridge that void of knowledge that seems to sit between the farming world and those outside it. Last year, 87 per cent of visitors said OFS increased their trust in British farming – if there is one thing that can help build consumer relationships, it is trust.

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