After a relentless few months, 草榴社区 Guardian's #farm24 campaign offered the industry a much-needed chance to come together and share with the public a real insight into what farming, and its allied industries, deliver for the nation.
And while social media can be a cesspit at times, it is campaigns such as #farm24 which cut through the misinformation and the disinformation to show just how powerful a united farming industry can be.
READ NOW:听BBC teams up with 草榴社区 Guardian for 24 Hours in Farming
This year, for the first time, FG partnered with the BBC to roll out news and features across its digital platforms, including the BBC News website, local radio stations and BBC Sounds.
This partnership with the state broadcaster meant that, as well as having access to FG journalists' extensive knowledge and expertise, with many being from agriculture themselves, it also ensured a good flow of accurate stories showcasing the realities and challenges of farming in a year that many are already desperate to see the back of.
READ NOW:听Five official charity partners announced for #farm24
The legacy of a tumultuous 12 months and its effects on farmers' mental health have not gone unnoticed and it was fitting that five of farming's biggest charities threw their weight behind #farm24 this year.
Farming's favourite trier Jeremy Clarkson has also shone a light on the mental health burden farmers are carrying, teaming up with the Shout text service for anyone in crisis. Love him or hate him, Clarkson's inimitable style enables him to reach segments of society that many marketers could only dream of.
READ NOW:听Jeremy Clarkson sets up partnership to provide farmers with free mental health support
A conversation has been started and, at least on social media it seems, many from inside and outside of farming are joining in. Bridging that gap between farmers and consumers through conversation is imperative and doing so will only bring value to both sides.
Campaigns such as #farm24 and the call to action by a popular public figure might not fully reverse the disconnect, but if they can plant a seed with the general public and at least start a conversation, then we will do our very best to keep it going.
