The Prince's Farmers Marketing Initiative
Maintaining a healthy farming sector is vital to sustain the social fabric of the countryside, as well as enabling the environmental stewardship of our national landscapes that are so dependent on the knowledge of farming communities.
The aim of the Farmer's Marketing Initiative is to:
- Assess the best approach to assist hill farmers to adapt, innovate and collaborate to remain commercially sustainable in upland and remote areas.
- Inspire hill farmers to stay on the land and improve its environmental quality, protecting the biodiversity and cultural heritage of National Parks and uplands.
- Support farmers to adapt to the changes resulting from CAP reform and globalisation.
- Articulate the business case for engaging city businesses in helping to sustain and invest in the protection of the countryside
Why does it matter?
The upland areas of Britain – often considered its most beautiful – are also the most challenging to farm, due to the harsh environment, uncompromising terrain and less favourable climate. 13,500 farms operate in these areas in England but their numbers are falling by the day. The average hill farmer last year earned under £10,000 - after taking the EU subsidies received into account, and not accounting for family labour – which is simply unsustainable.
However, the grazing of animals in these areas, which in England make up 18% of the land area, is absolutely vital to maintain the landscape in an attractive condition that provides us with environmental benefits such as improved water quality and carbon sequestration and maintaining these businesses is essential in order to support the socio-economic fabric of these rural areas.
The Projects
Following a strategic review undertaken by BP, HRH The Prince of Wales convened a number of groups of upland farmers in some of the most remote parts of Great Britain to explore with them the potential for operating in a collaborative manner to develop a premium brand for their produce (meeting agreed standards of quality and environmental management) which they would market direct to local outlets in order to shorten the supply chain and generate improved returns.
With the support of a wide range of business leaders with a passion for the countryside, the following Farmers Marketing Initiatives have been established:
- Peak Choice was the first project to get underway, and has already delivered financial and environmental benefits to Peak District farmers.
- Dartmoor Farmers followed and sells beef and lamb to local consumers, restaurants and hotels.
- Cambrian Mountains Initiative which has now grown to encompass a regional regeneration programme for the area.
- North Highland Initiative which includes the ‘Mey Selections’ product range and has also now grown to include promotion of tourism to the area.
A group of farmers in the North York Moors were also brought together by The Prince of Wales and, with support from EFFP, are now marketing their produce under the ‘Seven Hill Farmers’ brand in selected ASDA stores, as highlighted in this news story.
Why not visit the website of the initiative nearest to you and sample some of their quality produce?
Business Support
The project has benefited from the following support, demonstrating how valuable sharing of expertise and influence can be:
• BP plc conducted a Strategic Review to inform the Farmers Marketing Initiative;
• Compass Group provided seed funding for the initial feasibility analysis;
• Logistik, Bray Leino and Watershed Consulting provided contributions to brand design;
• Porcelanosa and HSBC provided advice on the business plan and financial support;
• Ford UK gave discounts on vehicles;
• Waitrose, Anglo Beef Processors, Wrigleys, Budgens, Spar, Ginsters, Northern Foods and The Duchy of Cornwall gave mentoring support.
• Eversheds provided legal support.
• Waitrose, Sainsburys, The Cooperative Group and ASDA entered into supply arrangements with the groups
• OC&C undertook a mid-term review of the project.
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