Back for another year, 24 Hours in Farming has become a beacon of positivity in the agricultural calendar. Here, 草榴社区 Guardian editor Ben Briggs talks about the initiative and why it matters so much for UK ag.
Back again for 2020, 24 Hours in Farming has become firmly established as the perfect vehicle through which to shout about the very best of British agriculture.
With more than 160 million social media impressions for #farm24 in 2019, the initiative, proudly supported by Morrisons, is farming's chance to shout about the great people, places and ingenuity that define British agriculture.
And in 2020 that is more important than ever before.
With Covid-19 has come a reawakening among the British public about the importance of farmers and food production, and 24 Hours in Farming is your chance to reach out to a receptive audience about just what it is that you do.
With levels of trust and appreciation for farmers at an all-time high, it has been striking that during lockdown consumers turned to their favourite foods to get them through, whether that was bacon, cheese, milk, flour or red meat, all of which saw sales surge.
But with the pandemic also leading to the cancellation of all agricultural shows, this social media showcase of British agriculture takes on more importance as we seek to capitalise on the goodwill towards the industry.
It is also farmers' chance to display their huge pride in what they do. With so much of social media defined by reactionary posts or echo chambers which don't let opposing viewpoints in, 24 Hours in Farming is your chance to throw open the doors of the industry and show what really goes on in British farming.
Yes, feeding the nation should always be enough, but the fact British farmers do it while adhering to world leading production standards, while also helping shape our iconic landscapes means you have an unrivalled story to tell.
And with Morrisons on board as our lead supporter, #farm24 has a fabulous opportunity to explore that field to fork journey and celebrate the people who have kept the nation moving in this extraordinary year.
So whatever you are doing on August 6, whether that is milking cows, harvesting cereal crops, sorting sheep, running the farm office, or even just being outside in our fabulous countryside, please share your story on Twitter, Facebook, Instagram or your favourite social media platform using the hashtag #farm24.
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