#Farm24 reaches record heights as the industry unites to take farming to the masses

Farming’s biggest digital campaign, #Farm24, has taken its profile to new heights this year following unprecedented activity across social media and beyond.

05 August 2022 • 2 min read

Farming’s biggest digital campaign, #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.

Trending at number 1 on social media, along with our umbrella campaign,FarmingCAN, just two hours after the annual event began at 5am yesterday morning (August 4), 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 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 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.

#Farm24 reaches record heights as the industry unites to take farming to the masses

https://www.youtube.com/watch?v=wU-XtPUACrM

Farmers Guardian 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 highlight the affordability of local produce at a time when the cost of living. Taking to Instagram for a number of lives throughout the day, thousands of users joined to hear more from about their individual farming journeys.

https://twitter.com/BorisJohnson/status/1555121191781900288

https://twitter.com/NFUtweets/status/1555173003549413376

Celebration of British Farming

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."

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.

For more information on each of our ambassadors and to read more about the campaign visitwww.fginsight.com/farm24

https://twitter.com/JustFarmersUK/status/1555066241466990593

https://twitter.com/countrysidefund/status/1555216640396197888?s=20&t=_IWf1JXlVGN7CeT6ULiB4w

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