I was given my first company mobile phone in 1996. I’d spent months trying to persuade the auction mart directors to let me have one. Their answer was; “there is a phone box in most villages if you need to phone the office”. Then we lost a buyer’s order because I was out and uncontactable. A phone was duly purchased. I used it late one Saturday evening to ring my fiancée from the rugby club bus to come and pick me up. My fellow players thought it rather amazing.
Farmers of today could not live without a mobile. They are in use everywhere from the milking parlour to the tractor cab. Our younger farmers are tech- savvy and rather brilliant at marketing. The back- end normally starts in late summer with social media posts showing “the top pen for next Wednesday’s sale” or “our run of heifers for next Friday”.
Some farmers post working shots throughout the year. Who can forget the photos of buried sheep being rescued from snowdrifts or stock huddled together in flooded fields as farmers battled on to rescue them.
My point is that farmers are brilliant at preaching to the converted. They are doing a great job of pre- marketing their wares to farmer- customers but now is the time to try and go a stage further. Yes, selling to best advantage is of premium importance but with the rise of social media, we should make a concerted effort to engage with the public, lift the profile of farming and persuade the world why farming, food and looking after the environment matters.
“Public payment for public goods”. If the Agriculture Bill receives royal assent by the end of March 2019, this will be our future funding regime. Now is the time to engage much more closely with the public. Food doesn’t grow in supermarkets. Our farmers need to use those newly learned marketing skills to reach their end- user, the last link in the food chain. I for one would be delighted to see a farming good- news story to counter every negative piece of anti- farming propaganda we read or watch.
So let’s get the message out there and go one step further than social media. More on- line video’s, more TV and radio interviews, more books. Whilst we are at it, what about a more concerted effort to engage our public on the farm with open days and meet and greet events. The Farmer Network and other organisations have been doing this for years on a small- scale. The photo above shows Herdwick Sheep Breeders Chairman working with volunteer farmers to talk to visitors at Grasmere Sports. Don’t leave it to someone else. Get involved
So when we promote the “top pen” or the “run of cattle” on social media, maybe explain why this is important not just to farmers, but to the public. We must lift our profile. Public payment for public goods…… like it or not, it will be the future.THE LAKE DISTRICT – OUR LAND, OUR LIVES, OUR HERITAGE.