FARM24

Ask a farmer

We asked a range of children aged between four and eight what question they would most like to ask a farmer, and worked with farmers to provide them with the answers in our Ask a farmer video series. #Farm24 took farming to the masses last week as the hugely popular annual event returned to social media for an insight into 24 Hours in Farming. Danusia Osiowy looks at some of the highlights which soared to record heights. #Farm24 reaches rec

What’s it all about?

arming’s biggest digital

Fcampaign, #Farm24, has taken its profile to new heights this year following unprecedented activity across social media and beyond.

Sponsored by Morrisons, farmers and ancillary organisations embraced the event to educate consumers about where their food comes from and what a typical day across the industry can look like.

This year’s messaging also highlighted the affordability of local produce as part of the solution to help tackle the cost-of-living crisis.

It took less than two hours before the hashtag was trending at number one on social media, along with our umbrella campaign #FarmingCAN (see panel, right).

Kicking off at 5am on

Thursday, August 4, 2022, 24 Hours in

Farming exploded across Twitter,

Instagram, Facebook and TikTok as farmers proudly shared posts, videos, pictures, vlogs and hosted a diverse mixture of events to mark the much-loved farming event.

Prime Minister Boris Johnson was joined by a string of celebrities and leading figures including Miranda Hart, Dan Lydiate, Kelvin Fletcher, Phil Vickery and Alexander Armstrong to name but a few, who all wasted no time in dedicating their support and pride towards the role of British farmers and associated communities.

Radio 1’s Greg James raised the awareness stakes when he dedicated a shout out to the campaign after being alerted by one of his contributors, Young Farmer Tom, about how and why the event was taking place. British farming celebration Sophie Throup, head of agriculture, fisheries and sustainable sourcing at Morrisons, said: “What a fantastic 24

Hours in Farming it’s been. Such a range of stories and some really creative posts too bringing the story of farming to customers and citizens - worldwide.” Alongside the promotion of farming and its associated organisations, there was a significant drive for consumers to watch, learn and share key information about how farming contributes to key pillar areas such as the economy, environment, science, technology, careers and mental health and well-being. videos, pictures, vlogs and

range of stories and some Trended at NUMBER ONE really creative posts too on Twitter and its associated organisations, there was

MORE INFORMATION For more information on each of our ambassadors and to read more about the campaign, visit FGinsight.com/farm24

British Wool

The DPJ Foundation

British Sugar

A host of industry organisations welcomed the chance to tell consumers about what they do, producing engaging videos to share with the British public.

Partnering with 12 new ambassadors

WE teamed up with 12 new ambassadors in a new move for the initiative to share with consumers a snapshot into their everyday farming lives and how they each have entered and progressed their farming careers, dispelling many myths along the way. Taking to Instagram for a number of lives throughout the day, thousands of users joined to hear more from about their individual farming journeys.

#Farm24 took farming to the masses last week as the hugely popular annual event returned to social media for an highlights which soared to record heights. #Farm24 reaches rec ord heights

Over 10,000 contributors

27.4 million

reach

BEN BRIGGS FG editor

A word from the editor

Farmers Guardian editor Ben Briggs said: “Once again, 24 Hours in Farming showcased the very best of British agriculture and allowed farmers to shout about why they love doing the job they do.

“With huge engagement across multiple social media channels, it showed the wider appetite among the general public to interact with and understand more about what farmers do.

“Buying local and shopping local remains key and is as relevant now as it was at the height of the pandemic and #Farm24 sought to highlight that fact.”

Highlights of #Farm24

1Ambassador Paul White joined forces with BBC Radio Lancashire for the duration of 24 hours

288-year-old Grandma Norma proudly backing #Farm24 at her grand-daughters dairy farm

3Young contractor and Clarkson’s Farm Kaleb Cooper called upon his followers to share their #Farm24 stories

4The Prince’s Countryside Fund ambassadors Alexander Armstrong, JB Gill, Jimmy Doherty, Phil Vickery and Sally Gunnell all showing their support

5Our Ambassador Maria Warne’s Tik Tok and her amazing ‘Granfer’. If you are not following her, you do not know what you are missing

615-year-old Max Robinson, aka the_farm_apprentice, Instagram reel and his poem British Farming A Sport of the Land 7 Exclusive cook-a-long of three of their signature dishes with group head chef at the Hawksmoor Restaurant in support of #Farm24 and buying British produce. JOur #FarmingCAN campaign, which launched last year, aims to educate consumers about the key pillars of what farming offers the economy and how it contributes to our social and emotional well-being.

This year, as part of #Farm24, we utilised the opportunity to raise awareness about what farmers do through our #FarmingCAN social media channels, which takes place all year round. With interest in food provenance and increased trust in British farmers, local produce, sustainability and the countryside at a record high, there has never been a more prominent time to continue engaging with the public.

Hawksmoor hosted a cook-a- Podcast long with group head chef. FOR a behind the scenes look at the events of the day, you can listen to the latest episode of our Over the Farm Gate podcast available on all the main podcast platforms.