Care Farming UK Conference

Jane KingEditor Farmers Weekly

Agenda

• My first impressions • How to mainstream care farming within the

agricultural industry• Importance of profile and the media• Conclusions

First impressions• The opportunity is huge• Image amongst farmers is “fluffy” & misunderstood – seen as

charity not a business.• Farmers need practical help to get engaged• What’s the strategy and vision?• How good are your relationships and partnerships?• Perfect time now to campaign• Impact & influence will improve if media presence stepped up

Farming is embracing change

• Big pressures to produce more with less• Farm profitability still an issue for many• Less dependency on subsidies• Large country estates looking for new purpose• Global market pressures/increased volatility• Transparency and connecting with consumers key• Head versus heart decision making• Many farm biz want to stay in the game but must think outside the box• Multifunctional agriculture becoming more widely accepted

Building bridges• Need to communicate to farmers your vision• Help industry understand the opportunity• Provide practical help to getting started• Engaging with nature: a valuable asset for those in need• Experienced care farmers as “mentors”• Show the different biz models/types of funding• Highlight importance of core farming/not just social care on

its own• Sell the benefits• Evidence that it works for those in need and for farmers

Building partnerships

• Key farming organisations• Government, NHS, social care, police,

probation, charities • Corporate businesses

Using the media to have real impact and influence• What’s the communications strategy?

Conclusions• A quiet evolution going on • Could be one of the most exciting developments

in health and social care – greening of services is coming

• Desperate need for imaginative solutions • Ecotherapy - farms as retreats has enormous

potential (scale of UK mental health problem)• Needs to be higher up everyone’s agenda –

farming, NHS, social care, police, probation and government.